She saw a gap the industry ignored. So she built the brand.

Hushed is a skincare brand born from personal experience and rigorous market research. Kaya identified an underserved consumer segment, validated the white space, and built an entire brand from the ground up — strategy, identity, creative direction, and product development. The work was compelling enough to take into the real world.

The Approach:

Research first. Primary & secondary market research to validate the opportunity.

The Output:

Full brand system. Strategy, identity, creative direction & product development.

The Proof:

Going to market. Now in commercial development, this project became a real business.

Hushed represents every discipline Kaya has developed at SCAD — consumer insight, brand strategy, visual identity, product thinking, and creative direction — unified into a single body of work that is now moving toward commercial launch.

Skills:

White space analysis · Brand development · Creative direction · Product development · Campaign strategy · Photography direction · Packaging design ·

Market positioning

Repositioning Fenty Product for a New Generation of Consumers

Fenty

How do you expand a brand built on youth culture to resonate with women in their forties — without losing what makes it Fenty? I developed a full campaign strategy including social, PR, events, email, and SMS, anchored in the habits and values of a new target audience.

Skills: Audience strategy & Multi-channel marketing

Expanding Summer Fridays Beyond the Beach

Summer Fridays

Summer Fridays built its identity around coastal ease — but there's a whole world beyond the shoreline. I concepted a campaign that broadens the brand's visual language while staying true to its adventurous spirit, leading photography from concept to final image.

Skills: Creative direction & Campaign photography

Building a Collab That Works for Both Brands

Olive & June x Amazon

The best brand collaborations feel inevitable in hindsight. I designed a mutually beneficial product collaboration between two unrelated brands — developing the full product suite, packaging, launch timeline, social advertisements, and a commercial video from concept to completion.

Skills: Product development & Launch strategy

Making a Pimple Patch the Star of the Show

Starface

Starface's entire brand bet on turning something people used to hide into something they'd want to show off. I built on that tension — directing a full editorial campaign and designing a cohesive suite of PR assets to support the launch.

Editorial Video

Project Presentation Highlights

Skills: Editorial content & campaign direction

Taking a Wild-Foraged Brand into Singapore

Alpyn

Alpyn's clean, wild-foraged ethos maps onto Singaporean skincare preferences in ways most American brands don't. I identified that alignment and built pricing and positioning recommendations for four key SKUs based on competitive landscape analysis and regional market research.

Skills: Global market analysis & pricing strategy

Hushed