GYLD
Born from the convergence of strategic design and sustainability, GYLD emerged as a collaborative vision between myself and my research partner, Nij Balar. With my background in design and branding and Nij’s expertise in architecture and spatial design, we merge our skills in strategy, storytelling, and innovation. Together, we are committed to shaping the future of fashion, driving creative, strategic solutions that connect design, sustainability, and systems thinking.
Industry: Biodesign & Fashion
Year: 2025
Expertise: Strategy, Branding, Design Research, Prototyping
The Challenge: The fashion industry is at a critical inflection point. Its reliance on extractive systems and linear production models has led to widespread environmental degradation, and urgent change is needed. Despite major advances in biomaterials - a promising solution for the industry - a critical gap remains between innovation and market adoption
Methods: GYLD is built on deep industry research, developed through a dual-track approach that combines design research, including landscape analysis, market research, and in-depth qualitative interviews, with hands-on lab experimentation with biomaterials. This seven-month research process shaped our strategy for GYLD, identifying key barriers and opportunities in biomaterial adoption within the fashion industry.
The Solution: GYLD is a creative agency dedicated to accelerating the adoption of regenerative materials in fashion through immersive, high-impact public activations. We partner with emerging biomaterial innovators to craft bespoke experiences that translate scientific potential into cultural relevance. Each activation is rooted in intentional storytelling, emotional resonance, and tactility. By centering craftsmanship and connection, we create a space which unites biomaterial innovators, designers, brands, and consumers.
Full Deck Here
PUBLIC ACTIVATION PROTOTYPE
GYLD’s debut public activation prototype took the form of an experiential pop up in SoHo, centered on SCOBY-based materials developed during our early research phase. The installation guided visitors through an immersive, multi-sensory narrative that traces the material’s evolution, from fermentation to fully realized garments. Every element of the environment is crafted to elicit curiosity, communicate process, and heighten the sense of craft. The experience culminated in a retail presentation of available SCOBY-based pieces, reframing biomaterials not as distant innovations but as viable and covetable components of fashion’s contemporary landscape.
How we arrived there…
A DUAL TRACK RESEARCH APPROACH:
Hands-on Experimentation + Design Research
MATERIAL RESEARCH
Material-Driven Design (MDD) methodology: centers material properties as the starting point for innovation and application
SCOBY (Symbiotic Culture of Bacteria and Yeast): a regenerative, biodegradable material that challenges traditional approaches to fashion and design. We leveraged MDD application as a case study to expose key challenges and pain points in biomaterial innovation.
DESIGN RESEARCH
PHASE 1: MARKET RESEARCH
LANDSCAPE & COMPETITIVE ANALYSIS, ALLUVIAL DIAGRAM, SPIDER CHART
10 IN DEPTH INTERVIEWS
PHASE 2: CONCEPT TESTING
12 IN-DEPTH INTERVIEWS ACROSS 6 SECTORS
PHASE 3: PROTOTYPE TESTING
5 EXPERT INTERVIEWS
15 FEEDBACK SESSIONS
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SPIDER CHART
A spider chart was employed to conduct a comparative analysis of top immersive experiences and a healthier materials exhibition. This evaluation aimed to establish benchmarks across six critical variables within the competitive landscape. Seven competitors were assessed to provide a comprehensive understanding of the exhibition environment. The resulting chart facilitated the identification of optimal performance targets for the proposed concept.
Analysis revealed that virality is a crucial factor for maximizing audience engagement and achieving socio-environmental impact. Extension opportunities and provocativeness were identified as key drivers for influencing change. While education was deemed less critical in comparison, its relative importance remained significant. This reflects the reality that audiences often approach exhibitions as leisure activities, where overt educational focus may hinder engagement. The plotted concept demonstrated the potential for strategic positioning, highlighting areas for development to align with established benchmarks and achieve desired outcomes.
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ALLUVIAL DIAGRAM: TARGET AUDIENCE
Alluvial charts analyzed 23 competitors across immersive exhibitions, biomaterials, and fashion to inform concept strategy. Two charts assessed Impact (6 streams) and Target Audiences (7 categories). This dual analysis defined our concept’s strategic focus within the competitive landscape.
The Target Audience chart identified key segments, guiding our focus on art exhibit enthusiasts, media, and fashion consumers for maximum reach and impact.
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ALLUVIAL DIAGRAM: IMPACT
The Impact chart revealed competitor priorities, positioning our concept to emphasize public engagement and environmental impact, followed by consumer mindset shifts, with sustainable financial support.
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MARKET SIZE ANALYSIS
To assess the potential market for this experiential exhibition concept within New York City, we utilized the TAM SAM SOM (Total Addressable Market, Serviceable Addressable Market, Serviceable Obtainable Market) framework. This approach allowed us to systematically define and quantify the market opportunity, focusing on the potential for broad audience reach and impactful change.
Given the exhibition’s objective to drive change through widespread engagement, understanding the market’s scale within New York City, with specific audience criteria, was crucial.
We utilized Facebook Audience Insights to analyze the potential market within a 10-mile radius of New York City, focusing on individuals aged 18-60. This tool provides a data-driven estimate of audience segments based on their interests, demographics, and engagement behaviors across Facebook and Instagram. Facebook Audience Insights calculates data by analyzing user activity, including page likes, event attendance, content engagement, and ad interactions. It aggregates this information to estimate audience size and characteristics, allowing us to gauge market potential and refine our target audience.
