Apeksha's multi-hyphenate work experience built the foundation for what Foldr represents today. A design practice with a genuine understanding of the creative industry's challenges.
Second-time Founder
In 2017, 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. Foldr is her second, built with more clarity, more intention, and a sharper lens on what matters.
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.
Designing for scale
At Target, she led Home as a category, and 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.
Creating a Global 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.