A tapestry of culture and experience make me who i am.

I’ve won art student of the yearI’ve won Math student of the year

I’ve fallen flat on my face several times a year. And that deserves an award.

because getting back up with unyielding optimism is the greatest feat.

Meet Hyder.

i’m an AFGHAN-indian-american-philadephian-Virginian.

and i love it because i’ve absorbed cultures that seem so diametrically opposed.

I’ve learned that people have varying values, but at the core, it’s all the same:

We want security, within and around us.

  WHAT  I  A

M

I travel every day

in my mind i go miles & miles

I love glow-ey thingies!

My mom was a little crazy.But it made me creative.

Jeff Buckley love always

I celebrate every damn thing that I can find to be happy about

even if i feel like sh**

My heart is crushed. And this is the f ifth time. But I still believe in love. Or at least a great kiss.

Nature

PoliticsCo

ncer

ts

Stre

et c

hic

“To be nobody but

yourself in a world

that's doing its best

to make you

somebody else, is to

fight the hardest

battle you are ever

going to fight. Never

stop fighting.”

i’d rather die than see trees die

Laughing is Breathing

1 - Sell the consumer’s values.2 - Be the Purple Cow.3 - Shopping = experience4 - Brand = lifestyle

Decorating is catharsis

= Jo

y Di

visio

n

  WHAT  I  LIK

E

The best ideas are of ten p roduced by encourag ing unabashed bra insto rming . A co lo r fu l chaos i s generated

and w i th in i t , o f ten l ies g reatness .I f the p rocess i s nu r tu red , and p ieces are po l i shed and

na i led together w i th s t rong rat iona le , a beaut i fu l p roduct can emerge .

T rans lat ion : I feed the c reat ive maels t rom, but I a l sofocus i t by d iagramming team thoughts and bu i ld ing

v iab le s t rategy so we end up w i th a de l i ve rab le p roduct .I d i rect shap ing c reat ive p ieces and meld them

together in to a s t ructu re .

I generate and synthes i ze .

Th i s i s what I do best .

  WHAT  I  D

O

BLACKBELT GRASSHOPPER

Before you see the icon, the name of the brand, and before any words are spoken, you already know that it’s a Target AD. Their signature is so distinct that a box has been created in your mind specifically for

the brand. The United Colors of Benetton of yesteryear did this. You knew it was Benneton just from the

style of photography and art direction. Their work styling, irreverent, and meaningful. Now, you can’t

tell it apart from GAP. They need to start signing their name in bold ink again.

Target is a lifestyle brand for the saavy, tasteful customer. You find useful and sexy items. It is like Walmart with a velvet carpet. Target was a game-changer in the department store scene. You can be

practical and stylish, without compromising either quality. If someone says “it looks like it’s from

Target,” most would immediately have a clear picture in their mind of the Target “category.” On the other

hand, UCB is borderline generic. When you say, “Benetton shirt” it should be distinct from its competitors.

“It’s not about price, it’s about value.” Target relays this clearly in its ads, in-store experience, and in through the products themselves. It is echoing what its customers are thinking at their core. UCB

does not even seem to have a voice anymore. Whereas before their voice was bold and unafraid and their

language was like a svelte genius, it is just about mute at this point. They need to learn how to speak

again.

In the show that is Target - the advertising and product choice - Target is a lead character. If you could write it into a play, it would be a distinct character with a strong personality that you would remember.

If UCB was a character, it would be forgotten and drown within its own play. Simply put, UCB must

develop a distinct and unique brand personality. Not all brands can do this, but they have the history and

potential to do so.

I

II

III

IV

Art direction is signature TARGET

Forged its own category

Speaks the language

Star of their play

  BRAND LESSO

NS

TARGET TEACHES UNITED COLORS OF BENETTON

  WHAT  I’V

E DONE