I'm Khanna (hah-na)
a graphic and brand designer.
With ten years of experience in the apparel industry and a BFA in Communication Design from Pratt Institute, I craft strategic, end-to-end solutions for fashion and lifestyle brands, specializing in visual identities, packaging, product development, merch, and digital design.
I take a holistic, 360° approach to branding, where every detail serves a clear intention. After all, a strong brand isn't just about aesthetics, but building a foundation and ecosystem that fosters connection and long term growth. My background in apparel development gives me a deep understanding of the full product lifecycle—from concept to production and retail— and will ensure your design not only looks great but reaches your audience.
Grounded in the tactile nature of design, I draw parallels between fashion, interiors, and branding. Clothing can embellish, hide, transform a person, evoke a feeling, and bring people together (or set them apart). Brand design has the power to do the same. It's simply in our nature to embellish and seek comfort and community through stories.
By blending design thinking and strategy with emotional storytelling and connection, I help brands create a meaningful and lasting impact. If you have an idea or a story worth telling, I'd love to hear about it.
📩 k.shalumova@gmail.com
the process
if you're ready to make some magic, here's what you can expect:
research
The first step is always understanding and empathy. I dive deep into research, exploring the brand’s current identity, audience, and goals, as well as surveying its market by performing a competitor audit and analysis if relevant. Ultimately, the goal is to connect with the intended target audience to create solutions that resonate in the long term and align with the brand.
ideate + iterate
Once I have a solid foundation, I begin with concept sketches, generating multiple variations. Through iteration, I refine the ideas, exploring different possibilities to ensure we get to the best solution that works for you and your brand. This is where we'll stay in close communication to ensure intentions are clear and the design is headed in the right direction.
context and mockups
Next, I place the final concepts in the context of production or retail, creating mockups that visualize how the design will work in the real world. For example, how will packaging look on the final product - then how will it fit on a retail shelf, compared to its competitors? This step ensures that the design will be functional, practical, and eye-catching.
production + handoff
Once you are happy with the design, I fine tune the production details and prepare everything for a smooth handoff. This includes providing a brand style guide along with relevant files to ensure consistency across all touchpoints. Whether it’s for digital or physical production, I ensure that all components are clearly communicated and ready to be applied.