Foldr is born out of career
built on brave decisions.
From working with global brands to mentoring creative professionals, Apeksha's experience built
the foundation for what Foldr represents today. A design practice rooted in real-world expertise and genuine understanding of the creative industry's challenges.
Foldr is born out of career
built on brave decisions.
Working with global brands
Apeksha has worked with global brands such as Toblerone UK, Coca-Cola (at Landor & Fitch) and Hyatt to develop print and packaging that works in global and local markets. At Landor, she led the 2023 Men's Cricket World Cup campaign for Thums Up, a pivotal project that combined creative strategy and cultural relevance.
Working with global brands
Apeksha has worked with global brands such as Toblerone UK, Coca-Cola (at Landor & Fitch) and Hyatt to develop print and packaging that works in global and local markets. At Landor, she led the 2023 Men's Cricket World Cup campaign for Thums Up, a pivotal project that combined creative strategy and cultural relevance.
Creating a Global design network
Through mentoring 500+ creatives and studying cognitive biases in the industry, she built a global network that began with newsletters and Instagram posts. Today, it's a thriving collective of 23,000+ creative professionals focused on supporting underrepresented talent worldwide.
Creating a Global design network
Through mentoring 500+ creatives and studying cognitive biases in the industry, she built a global network that began with newsletters and Instagram posts. Today, it's a thriving collective of 23,000+ creative professionals focused on supporting underrepresented talent worldwide.
Designing for Scale
At Target, she built scalable brand and design systems across 3,000 SKUs, ensuring consistency for Target-owned brands, generating millions to billions in revenue.
Designing for Scale
At Target, she built scalable brand and design systems across 3,000 SKUs, ensuring consistency for Target-owned brands, generating millions to billions in revenue.
Scaling a Start-up with Design
As the founding designer at Guesthouser.com (India's Airbnb competitor), she built the entire creative function from scratch, leading a team that crafted the brand's visual identity and user experience across app, web and marketing. In three years, design-driven growth helped scale the platform from 0 to 100,000 bookings per night.
Scaling a Start-up with Design
As the founding designer at Guesthouser.com (India's Airbnb competitor), she built the entire creative function from scratch, leading a team that crafted the brand's visual identity and user experience across app, web and marketing. In three years, design-driven growth helped scale the platform from 0 to 100,000 bookings per night.
Building a Creative Studio
In 2018, she founded a women-led design studio, partnering with 55+ organizations, from agencies and start-ups to corporates. Projects spanned brand identity, publication design, and UI/UX for SaaS platforms, generating 7-figure revenue and 100+ brand identities in just three years.
Building a Creative Studio
In 2018, she founded a women-led design studio, partnering with 55+ organizations, from agencies and start-ups to corporates. Projects spanned brand identity, publication design, and UI/UX for SaaS platforms, generating 7-figure revenue and 100+ brand identities in just three years.
Books that
shape us.
Herding Tigers by Todd Henry
You’ll discover the key factors that make good leaders great, and the major skills you need to master to be the leader your team needs.
The Practice by Seth Godin
Read it if you’re about to do something you’ve never done before, something that excites you or something that scares you.
The Practice by Seth Godin
Read it if you’re about to do something you’ve never done before, something that excites you or something that scares you.
Rethinking Users
A radical new approach that questions some of our most fundamental ideas about the nature of user experience.
The Dip by Seth Godin
Winners are really just the best quitters. Winners quit fast, quit often, and quit without guilt—until they commit to beating the right Dip.
Die Empty
Unleash your best work, and refuse to take it to the grave with you.
Choose to die empty.
Creative Confidence
A powerful and compelling book by David and Tom Kelley on unleashing the creativity that lies within each and every one of us.
Alamanac of Naval Ravikant
A decade of Naval’s wisdom, distilled through his most insightful interviews, guiding you toward a happier, wealthier life in his own words.
Work Hard & Be Nice to People
Discover sound advice for the real world from graphic artist Anthony Burrill, inspired by his most iconic typographic prints.
HBR's 10 Must Reads on Creativity
Curated from hundreds of Harvard Business Review articles to help you spark creativity across your organization.
Listen, learn,
design better
Podcast Recommendations by Foldr
Books that shape us.
HBR's 10 Must Reads on Creativity
Curated from hundreds of Harvard Business Review articles to help you spark creativity across your organization.
Rethinking Users
A radical new approach that questions some of our most fundamental ideas about the nature of user experience.
The Practice by Seth Godin
Read it if you’re about to do something you’ve never done before, something that excites you or something that scares you.
Herding Tigers by Todd Henry
You’ll discover the key factors that make good leaders great, and the major skills you need to master to be the leader your team needs.
The Dip by Seth Godin
Winners are really just the best quitters. Winners quit fast, quit often, and quit without guilt—until they commit to beating the right Dip.
Die Empty
Unleash your best work, and refuse to take it to the grave with you.
Choose to die empty.Creative Confidence
A powerful and compelling book by David and Tom Kelley on unleashing the creativity that lies within each and every one of us.
Alamanac of Naval Ravikant
A decade of Naval’s wisdom, distilled through his most insightful interviews, guiding you toward a happier, wealthier life in his own words.
Work Hard & Be Nice to People
Discover sound advice for the real world from graphic artist Anthony Burrill, inspired by his most iconic typographic prints.
Listen, learn, design better
Podcast Recommendations by Foldr
Life beyond the studio
Great design doesn't happen in isolation. These are some experiences that keep our perspective fresh and our creativity flowing.
A slow day
Primrose Hill, London
Creativity is in all of us
Piccadily, London
Claude Monet's Estate
Giverny, France
Hide and Seek
Montmartre, Paris
Mona Lisa smile
Luvré, Paris
Van Goghing
Amsterdam, Netherlands
Vastness
Lake Bachalpsee, Switzerland
Happiest in a Museum
Natural History Museum, London
Food for soul
Greenr Goa, India
A Floral Morning
Oxford
Apple Blossom Tree
Dehradun, India
Type Sundays
Childhood Home, Gurgaon
Van Goghing
Amsterdam, Netherlands
A slow day
Primrose Hill, London
Claude Monet's Estate
Giverny, France
Creativity is in all of us
Piccadily, London
Mona Lisa smile
Luvré, Paris
Van Goghing
Amsterdam, Netherlands
Hide and Seek
Montmartre, Paris
Happiest in a Museum
Natural History Museum, London
Apple Blossom Tree
Dehradun, India
Hide and Seek
Montmartre, Paris
Food for soul
Greenr Goa, India
Type Sundays
Childhood Home, Gurgaon
A Floral Morning
Oxford