“Intentional, Never Predictable” — Inside The Strategic Mind Of Visual Graphics Designer Priyanshi Pareek

New York

If you ask New York-based Visual graphics designer Priyanshi Pareek to crystallize her overarching creative mantra, she offers a deceptively simple directive: “Intentional, but never predictable.”

Inside the fast-paced design ecosystem of New York City, visual graphic designer Priyanshi Pareek is building a distinctive career across hospitality, fitness, consumer packaging, beauty, healthcare, fashion, and entertainment. Currently working as a Brand Visual Graphic Designer at Grovehouse, the influential New York hospitality group behind concepts including Lilia, Misi, Misipasta, Fini Pizza, Patio Bar, and Concrete Shoals, Pareek contributes to the visual communication and brand identity of the group’s portfolio. Her work spans branding, print, digital communication, merchandise, environmental graphics, and other visual touchpoints.

However, her professional journey extends well beyond hospitality. One of the defining chapters of Pareek’s U.S. career came through her work with one of the fastest-growing international fitness chains, where she spent nearly two years working across multi-channel campaigns, digital and email communication, environmental design, and large-scale brand experiences. She contributed to the visual execution of prominent locations including the Union Square location in Manhattan and the Hoboken club in New Jersey, while also taking a leading visual role in the company’s annual leadership summit in Arizona. The experience strengthened her ability to translate a brand identity across physical spaces, digital platforms, campaigns, and live experiences.

At New York packaging firm JME & Co., Pareek further expanded her expertise in consumer branding and retail design. She spearheaded visual identity and retail display strategies for products distributed nationwide through major retailers including Target, Walmart, Macy’s, Nordstrom, and Barnes & Noble. Her work included packaging systems for household consumer names such as Hershey’s, Peeps, Tootsie Roll, Life is Good, Brookstone, and Firestone.

“Branding isn’t just a static logo; it is an evolving ecosystem of human interactions across environments,” Pareek notes, describing her core creative philosophy as “intentional, but never predictable.”

Her professional experience in the United States has also included visual communication at beauty and healthcare agency Lippe Taylor, editorial design at Mann Publications, production design with entertainment group The Light Alliance, and retail package execution at Enchanté Accessories. These roles added further depth to her experience, allowing her to work across different creative industries and understand how visual communication changes according to a brand’s audience, purpose, and environment.

Before establishing herself professionally in the U.S., Pareek gained her early industry exposure in India through internships and early training experiences within the country’s advertising, design, fashion, and branding ecosystem. In Pune, she interned with InDesign Elements Design House, gaining exposure to commercial packaging and branding projects, including work connected to the rebranding of Genericart. She later gained experience with MullenLowe in Bangalore, working on fashion and lifestyle campaigns for national retail brands including BIBA and Trends. Her early exposure also included an internship with Kenneth Cole Productions, giving her additional insight into fashion and retail marketing.

Pareek’s multidisciplinary approach combines an understanding of human psychology with a rigorous visual discipline. Rather than viewing design as a collection of individual assets, she approaches branding as a broader visual ecosystem—one that shapes how audiences perceive, understand, and interact with a company or product.

Looking ahead, Pareek is particularly interested in initiatives focused on modernizing legacy Indian heritage brands for global consumer audiences. Her vision is to bring traditional Indian design narratives into contemporary international markets while retaining the cultural identity and heritage that make those brands distinctive.

As New York’s corporate, hospitality, retail, and fitness industries increasingly demand designers capable of working across disciplines, Pareek’s career reflects a changing definition of modern visual design: moving beyond individual mediums to create cohesive, intentional, and culturally relevant brand experiences.