Today, as a Creative Director and Repositioning Strategist, I lead Black Label Designs from Vancouver with projects spanning Canada and Dubai. With 10+ years of cross-industry experience and over 13 years in real estate, I help brands evolve with intention, aligning aesthetics with strategy, and creativity with commercial viability.
It’s about building brands people can walk into, and businesses that outperform.
"I didn’t arrive at branding by accident; I arrived by design."
My foundation was built through formal schooling in architecture, sharpened by over a decade immersed in real estate, and refined through hands-on work across branding, interiors, and commercial strategy. Early on, I learned how people move through space, how markets behave, and how decisions made on paper impact performance in real life.
That technical grounding taught me how to think structurally, not just about buildings, but about businesses. I understand zoning and flow, margins and market demand, customer psychology and generational shifts. I’ve spent years inside underperforming retail and commercial environments, identifying what’s broken, what’s overlooked, and what’s holding growth back.
My work isn’t about trends. It’s about positioning.
Xoxo,
Pria
Retail success doesn’t start at the checkout counter. It begins with how people move through a city, and what the environment encourages them to do. With Retail Insider... Read more...
This is my first personal collage. Not a client brief. Not a curated brand direction. This is me, as my own brand... Read more...
what's on my radar
design insight
Restaurants don’t usually fail because of high competition. They fail because the foundations were shaky from day one... Read more...
I had to share my experience walking through the KOHLER Middle East booth at Dubai Design Week, a space designed entirely from recycled materials... Read more...
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