As part of my final capstone at Parsons, I worked on a collaboration concept driven by extensive research, which directed me to an innovative collaboration between Heller Furniture and Uline. I led research, concept development, and visual storytelling to propose a brand strategy and business concept that merges Heller’s iconic, colorful design language with Uline’s industrial utility. I worked with the most amazing team, we interviewed design professionals, studied material sustainability, and identified where sustainable plastic usage overlapped between the two companies. We also did extensive research/methods to lead our positioning. I helped direct the collaboration as both a functional and cultural exchange, where good design meets mass production, with a rollout strategy that includes a soft launch, modular packaging, and scalable distribution. This project was not only about merging aesthetics, but also about aligning values, bringing Heller’s design-forward, worry-free plastic solutions into new spaces like workshops, offices, and hospitality environments through a co-branded partnership, creating a product that looks as good as it performs, while staying universal.