Shvéta Labs
Shvéta Labs
A cohesive brand experience shaped through creative direction across digital and physical touchpoints. Led UX/UI audit and brand alignment across web, social, and IRL activations—ensuring visual consistency and conversion-ready clarity. Full case study coming soon.
A cohesive brand experience shaped through creative direction across digital and physical touchpoints. Led UX/UI audit and brand alignment across web, social, and IRL activations—ensuring visual consistency and conversion-ready clarity. Full case study coming soon.
A cohesive brand experience shaped through creative direction across digital and physical touchpoints. Led UX/UI audit and brand alignment across web, social, and IRL activations—ensuring visual consistency and conversion-ready clarity. Full case study coming soon.
A cohesive brand experience shaped through creative direction across digital and physical touchpoints. Led UX/UI audit and brand alignment across web, social, and IRL activations—ensuring visual consistency and conversion-ready clarity. Full case study coming soon.
Problem
Problem
When I joined Shvéta Labs, the product was grounded and beautiful. The packaging told a rich cultural story and had a strong point of view—but the digital experience didn’t carry any of that through. The website lacked clarity, structure, and emotion. It didn’t reflect the care that went into the physical brand. And with launch looming, we had no digital systems in place to build trust, drive discovery, or convert interest into action.
When I joined Shvéta Labs, the product was grounded and beautiful. The packaging told a rich cultural story and had a strong point of view—but the digital experience didn’t carry any of that through. The website lacked clarity, structure, and emotion. It didn’t reflect the care that went into the physical brand. And with launch looming, we had no digital systems in place to build trust, drive discovery, or convert interest into action.
When I joined Shvéta Labs, the product was grounded and beautiful. The packaging told a rich cultural story and had a strong point of view—but the digital experience didn’t carry any of that through. The website lacked clarity, structure, and emotion. It didn’t reflect the care that went into the physical brand. And with launch looming, we had no digital systems in place to build trust, drive discovery, or convert interest into action.
Problem
When I joined Shvéta Labs, the product was grounded and beautiful. The packaging told a rich cultural story and had a strong point of view—but the digital experience didn’t carry any of that through. The website lacked clarity, structure, and emotion. It didn’t reflect the care that went into the physical brand. And with launch looming, we had no digital systems in place to build trust, drive discovery, or convert interest into action.
Goal
Goal
I came in to bring cohesion—between web, social, content, and real-world touchpoints. My goal was to design a digital experience that felt as intentional and grounded as the product itself. That meant rebuilding the site’s UX, shaping a cohesive brand identity that could live across channels, and creating narrative frameworks to guide how we showed up online and in person.
I came in to bring cohesion—between web, social, content, and real-world touchpoints. My goal was to design a digital experience that felt as intentional and grounded as the product itself. That meant rebuilding the site’s UX, shaping a cohesive brand identity that could live across channels, and creating narrative frameworks to guide how we showed up online and in person.
I came in to bring cohesion—between web, social, content, and real-world touchpoints. My goal was to design a digital experience that felt as intentional and grounded as the product itself. That meant rebuilding the site’s UX, shaping a cohesive brand identity that could live across channels, and creating narrative frameworks to guide how we showed up online and in person.
Goal
I came in to bring cohesion—between web, social, content, and real-world touchpoints. My goal was to design a digital experience that felt as intentional and grounded as the product itself. That meant rebuilding the site’s UX, shaping a cohesive brand identity that could live across channels, and creating narrative frameworks to guide how we showed up online and in person.
UX Audit & Web Redesign
UX Audit & Web Redesign
I started with an audit using Figma, Shopify Analytics, and Hotjar to figure out what wasn’t working. The site didn’t reflect user behavior, lacked content hierarchy, and didn’t support decision-making. I rebuilt the homepage and product pages using a modular system that made the information flow more intuitive. The result: a 22% increase in homepage engagement—and a user experience that finally felt aligned with the product.
I started with an audit using Figma, Shopify Analytics, and Hotjar to figure out what wasn’t working. The site didn’t reflect user behavior, lacked content hierarchy, and didn’t support decision-making. I rebuilt the homepage and product pages using a modular system that made the information flow more intuitive. The result: a 22% increase in homepage engagement—and a user experience that finally felt aligned with the product.
I started with an audit using Figma, Shopify Analytics, and Hotjar to figure out what wasn’t working. The site didn’t reflect user behavior, lacked content hierarchy, and didn’t support decision-making. I rebuilt the homepage and product pages using a modular system that made the information flow more intuitive. The result: a 22% increase in homepage engagement—and a user experience that finally felt aligned with the product.
UX Audit & Web Redesign
I started with an audit using Figma, Shopify Analytics, and Hotjar to figure out what wasn’t working. The site didn’t reflect user behavior, lacked content hierarchy, and didn’t support decision-making. I rebuilt the homepage and product pages using a modular system that made the information flow more intuitive. The result: a 22% increase in homepage engagement—and a user experience that finally felt aligned with the product.
Brand Cohesion Through Creative Direction
Brand Cohesion Through Creative Direction
At the same time, I led our first brand shoot. I handled casting, styling, and creative direction to make sure the visuals reflected who we were and who we were talking to. Inspired by Gen Z humor and warmth, the tone was casual but intentional. These assets became the building blocks of everything from landing pages to social content.
At the same time, I led our first brand shoot. I handled casting, styling, and creative direction to make sure the visuals reflected who we were and who we were talking to. Inspired by Gen Z humor and warmth, the tone was casual but intentional. These assets became the building blocks of everything from landing pages to social content.
At the same time, I led our first brand shoot. I handled casting, styling, and creative direction to make sure the visuals reflected who we were and who we were talking to. Inspired by Gen Z humor and warmth, the tone was casual but intentional. These assets became the building blocks of everything from landing pages to social content.
Brand Cohesion Through Creative Direction
At the same time, I led our first brand shoot. I handled casting, styling, and creative direction to make sure the visuals reflected who we were and who we were talking to. Inspired by Gen Z humor and warmth, the tone was casual but intentional. These assets became the building blocks of everything from landing pages to social content.
Design Guidelines & Brand Voice
Design Guidelines & Brand Voice
To ensure consistency beyond launch, I helped codify the brand voice into scalable design guidelines. I distilled tone, language, layout principles, and visual behavior into a shared reference for designers, marketers, and content producers. This living system bridged web, social, and experiential assets—making it easier for anyone on the team to build aligned, on-brand experiences without reinventing the wheel.
To ensure consistency beyond launch, I helped codify the brand voice into scalable design guidelines. I distilled tone, language, layout principles, and visual behavior into a shared reference for designers, marketers, and content producers. This living system bridged web, social, and experiential assets—making it easier for anyone on the team to build aligned, on-brand experiences without reinventing the wheel.
To ensure consistency beyond launch, I helped codify the brand voice into scalable design guidelines. I distilled tone, language, layout principles, and visual behavior into a shared reference for designers, marketers, and content producers. This living system bridged web, social, and experiential assets—making it easier for anyone on the team to build aligned, on-brand experiences without reinventing the wheel.
Design Guidelines & Brand Voice
To ensure consistency beyond launch, I helped codify the brand voice into scalable design guidelines. I distilled tone, language, layout principles, and visual behavior into a shared reference for designers, marketers, and content producers. This living system bridged web, social, and experiential assets—making it easier for anyone on the team to build aligned, on-brand experiences without reinventing the wheel.
Storytelling & Content Production
Storytelling & Content Production
Before launch, I produced a set of 27 short-form social videos to shape the brand’s early voice. One of these, shot with no budget and just a clear POV, hit 118K organic views and unlocked access to events and brand-building moments we wouldn't have had otherwise—including pop-ups with Merck, Suri, and multiple appearances including features at the Malaysian Consulate and subsequent cultural programming events.
As part of the same pre-launch effort, I developed the serialized video series Spill the Ghee, which explored personal connections to ghee, South and Southeast Asian diasporic experiences in NYC, and the cultural biases and misunderstandings that often surround them. The series was filmed in a conversational format—over a pot of chai—to create a relaxed, intimate tone that encouraged honesty and cultural storytelling. In parallel, I led creative direction for our first brand photoshoot titled Gen Z at the Farm, which captured a more playful, honest representation of our community and became foundational to the brand’s visual identity.
Before launch, I produced a set of 27 short-form social videos to shape the brand’s early voice. One of these, shot with no budget and just a clear POV, hit 118K organic views and unlocked access to events and brand-building moments we wouldn't have had otherwise—including pop-ups with Merck, Suri, and multiple appearances including features at the Malaysian Consulate and subsequent cultural programming events.
As part of the same pre-launch effort, I developed the serialized video series Spill the Ghee, which explored personal connections to ghee, South and Southeast Asian diasporic experiences in NYC, and the cultural biases and misunderstandings that often surround them. The series was filmed in a conversational format—over a pot of chai—to create a relaxed, intimate tone that encouraged honesty and cultural storytelling. In parallel, I led creative direction for our first brand photoshoot titled Gen Z at the Farm, which captured a more playful, honest representation of our community and became foundational to the brand’s visual identity.
Before launch, I produced a set of 27 short-form social videos to shape the brand’s early voice. One of these, shot with no budget and just a clear POV, hit 118K organic views and unlocked access to events and brand-building moments we wouldn't have had otherwise—including pop-ups with Merck, Suri, and multiple appearances including features at the Malaysian Consulate and subsequent cultural programming events.
As part of the same pre-launch effort, I developed the serialized video series Spill the Ghee, which explored personal connections to ghee, South and Southeast Asian diasporic experiences in NYC, and the cultural biases and misunderstandings that often surround them. The series was filmed in a conversational format—over a pot of chai—to create a relaxed, intimate tone that encouraged honesty and cultural storytelling. In parallel, I led creative direction for our first brand photoshoot titled Gen Z at the Farm, which captured a more playful, honest representation of our community and became foundational to the brand’s visual identity.
Storytelling & Content Production
Before launch, I produced a set of 27 short-form social videos to shape the brand’s early voice. One of these, shot with no budget and just a clear POV, hit 118K organic views and unlocked access to events and brand-building moments we wouldn't have had otherwise—including pop-ups with Merck, Suri, and multiple appearances including features at the Malaysian Consulate and subsequent cultural programming events.
As part of the same pre-launch effort, I developed the serialized video series Spill the Ghee, which explored personal connections to ghee, South and Southeast Asian diasporic experiences in NYC, and the cultural biases and misunderstandings that often surround them. The series was filmed in a conversational format—over a pot of chai—to create a relaxed, intimate tone that encouraged honesty and cultural storytelling. In parallel, I led creative direction for our first brand photoshoot titled Gen Z at the Farm, which captured a more playful, honest representation of our community and became foundational to the brand’s visual identity.
Brand Activation & Community Strategy
Brand Activation & Community Strategy
We brought the brand to life through several pop-ups. I worked with the team to translate our digital world into physical space—QR flows, touchpoints, content capture, and interactive setups. We connected with 400+ people directly and used the feedback to sharpen our GTM thinking.
We brought the brand to life through several pop-ups. I worked with the team to translate our digital world into physical space—QR flows, touchpoints, content capture, and interactive setups. We connected with 400+ people directly and used the feedback to sharpen our GTM thinking.
We brought the brand to life through several pop-ups. I worked with the team to translate our digital world into physical space—QR flows, touchpoints, content capture, and interactive setups. We connected with 400+ people directly and used the feedback to sharpen our GTM thinking.
Brand Activation & Community Strategy
We brought the brand to life through several pop-ups. I worked with the team to translate our digital world into physical space—QR flows, touchpoints, content capture, and interactive setups. We connected with 400+ people directly and used the feedback to sharpen our GTM thinking.
RESULTS
RESULTS
Everything was in place. The systems were working. Our engagement numbers had grown, content was landing, and the brand was starting to resonate in all the right ways. We had finally bridged the gap between product and platform—with a digital system that could scale.
Everything was in place. The systems were working. Our engagement numbers had grown, content was landing, and the brand was starting to resonate in all the right ways. We had finally bridged the gap between product and platform—with a digital system that could scale.
Everything was in place. The systems were working. Our engagement numbers had grown, content was landing, and the brand was starting to resonate in all the right ways. We had finally bridged the gap between product and platform—with a digital system that could scale.
RESULTS
Everything was in place. The systems were working. Our engagement numbers had grown, content was landing, and the brand was starting to resonate in all the right ways. We had finally bridged the gap between product and platform—with a digital system that could scale.
SHIFT IN GROUP LEVEL LEADERSHIP
SHIFT IN GROUP LEVEL LEADERSHIP
Just ahead of launch, investors & group leadership made the decision to step back from the U.S. market, citing concerns around shifting tariffs and the uncertainty of expansion. The company decided instead to focus on home markets in Malaysia and Singapore.
While this pivot meant the U.S.-specific work wouldn't go live as planned, the systems we built—from site architecture to storytelling and visual identity—formed a launch-ready foundation. That work continues to shape how the brand shows up regionally and remains a flexible blueprint for any future global expansion.
Just ahead of launch, investors & group leadership made the decision to step back from the U.S. market, citing concerns around shifting tariffs and the uncertainty of expansion. The company decided instead to focus on home markets in Malaysia and Singapore.
While this pivot meant the U.S.-specific work wouldn't go live as planned, the systems we built—from site architecture to storytelling and visual identity—formed a launch-ready foundation. That work continues to shape how the brand shows up regionally and remains a flexible blueprint for any future global expansion.
Just ahead of launch, investors & group leadership made the decision to step back from the U.S. market, citing concerns around shifting tariffs and the uncertainty of expansion. The company decided instead to focus on home markets in Malaysia and Singapore.
While this pivot meant the U.S.-specific work wouldn't go live as planned, the systems we built—from site architecture to storytelling and visual identity—formed a launch-ready foundation. That work continues to shape how the brand shows up regionally and remains a flexible blueprint for any future global expansion.
SHIFT IN GROUP LEVEL LEADERSHIP
Just ahead of launch, investors & group leadership made the decision to step back from the U.S. market, citing concerns around shifting tariffs and the uncertainty of expansion. The company decided instead to focus on home markets in Malaysia and Singapore.
While this pivot meant the U.S.-specific work wouldn't go live as planned, the systems we built—from site architecture to storytelling and visual identity—formed a launch-ready foundation. That work continues to shape how the brand shows up regionally and remains a flexible blueprint for any future global expansion.
22%
HOMEPAGE ENGAGEMENT
Homepage engagement experienced uplift after UX redesign which confirmed launch readiness.
Homepage engagement experienced uplift after UX redesign which confirmed launch readiness.
156K+
ORGANIC VIEWS
Organic traction from 27 short-form pre-launch videos unlocked inbound opportunties.
Organic traction from 27 short-form pre-launch videos unlocked inbound opportunties.
400+
LIVE INTERACTIONS
In-person interactions drove word-of-mouth via mutiple zero-cost brand activations through warm inbound.
In-person interactions drove word-of-mouth via mutiple zero-cost brand activations through warm inbound.
22%
HOMEPAGE ENGAGEMENT
Homepage engagement experienced uplift after UX redesign which confirmed launch readiness.
156K+
ORGANIC VIEWS
Organic traction from 27 short-form pre-launch videos unlocked inbound opportunties.
400+
LIVE INTERACTIONS
In-person interactions drove word-of-mouth via mutiple zero-cost brand activations through warm inbound.
22%
HOMEPAGE ENGAGEMENT
Homepage engagement experienced uplift after UX redesign which confirmed launch readiness.
156K+
ORGANIC VIEWS
Organic traction from 27 short-form pre-launch videos unlocked inbound opportunties.
400+
LIVE INTERACTIONS
In-person interactions drove word-of-mouth via mutiple zero-cost brand activations through warm inbound.
More Work More Work
More Work More Work
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