Capstone Project | Strategic Collaboration Design

As part of my Capstone 2 at Parsons, I collaborated with Anjali Desai and Caitlin Yi to develop a lifestyle partnership between legendary bicycle framebuilder Richard Sachs and eyewear brand Caddis. The challenge was to help expand Richard’s customer base without compromising his core values of craftsmanship, authenticity, and small-batch production.

Throughout the process, we visited Richard’s workshop, studied Caddis’ positioning, and prototyped tangible packaging using real materials. I focused on creative concepting, storytelling, and activation design — ensuring the collaboration felt both intentional and emotionally resonant.

A key consideration was making the collaboration mutually beneficial and genuinely tangible, addressing Richard’s hesitation around commercialization. Our final proposal included co-branded eyewear, packaging inspired by his sketches and materials, and a NYC launch experience culminating in a private dinner at Una Pizza Napoletana. We also pitched a short brand film, Two Frames, One Craft, and outlined a full implementation roadmap and budget — blending storytelling with strategy, and vision with values.