Creating iconic retail experiences through world-class creative direction, storytelling, and production excellence.
• Seasonal retail systems
• Trend intelligence (WGSN)
• Visual merchandising
• Production leadership
• Omnichannel campaigns
• Studio operations
ABOUT DURRIYA
I’m a multi-disciplinary creative leader with 15+ years shaping brand expression across national retail, entertainment, and consumer environments. My work spans seasonal retail storytelling, in-store visual merchandising systems, large production organizations, trend intelligence, fashion-driven creative direction, and the transformation of in-house creative studios.
I bring a blend of strategic leadership, aesthetic fluency, and operational mastery — connecting design, merchandising, production, and marketing to deliver seamless brand experiences.
01.
OfficeMax
National Seasonal Retail Creative System
ROLE
Director, Global Brand
Strategy & Creative
IMPACT
Shaped seasonal creative expression
HIGHLIGHTS
VM statements, signage, POS/POP
Weekly FSI (print + digital)
Photography direction (studio + offsite)
C-suite mock stores
Trend forecasting integration
Margin growth from 7% → 25%
02.
OfficeMax
Leading a 150+ Creative Organization
SCOPE
Creative, VM, Production, Photography Studios
HIGHLIGHTS
Developed 12-month seasonal planning cycle
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DAM + asset lifecycle system
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Workflow transformation
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Faster, more consistent execution
03.
Redbox Rebrand
+40,000 Kiosk Rollout
ROLE
VP, Brand & Creative Marketing
HIGHLIGHTS
Complete identity refresh
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Motion + Component systems
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400+ campaigns / year
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62% engagement lift
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Trend aligned storytelling
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04.
TAG
40-Person Studio Transformation
OUTCOME
80% vendor spend reduction
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modern identity + motion system
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AI assisted operations (30% improvement)
FEATURED CASE STUDIES
FASHION
DESIGN
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Background in apparel construction, styling, silhouette, color, and fabric evaluation
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Gold Medal recipient — Arts & Lifestyle Design
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Applied fashion trend intelligence to product + display design at OfficeMax & Redbox
INTERIOR
DESIGN
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Founder of boutique interior design studio
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Residential + home office design
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Moodboards, palette systems, livable aesthetics
TREND INTELLIGENCE
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WGSN fluency
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Global Trend Agency partnership
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Annual enterprise trend presentations
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Macro + micro consumer trend integration
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Cultural + lifestyle forecasting