I’m Kennedi Murray, with a background in Strategic Design and Management and a minor in Economics from Parsons School of Design. My perspective has been shaped by an international background across Singapore, Thailand, and New York, giving me a global lens on how markets, consumer behavior, and business systems operate across different contexts.

My interests sit at the combination of hospitality, real estate, finance, and brand strategy, particularly in understanding how assets and businesses operate, scale, and create long-term value. I’m drawn to environments where structure and creativity intersect, and where performance can be improved through clearer strategy, stronger positioning, or more efficient operations.

Through my academic and professional experiences, I’ve developed a foundation in both operational and strategic thinking. I’ve worked in hospitality and customer-facing roles, gaining exposure to how daily decisions impact performance, while my projects explore broader questions around market positioning, consumer engagement, and business model innovation. I approach problems by breaking them down into systems, analyzing what is working, what is not, and where opportunities for improvement exist.

My work focuses on applying design as a strategic tool, using it not only to create, but to evaluate, structure, and rethink how businesses and industries function. Across my projects, I aim to connect creative thinking with measurable impact, with a focus on how ideas translate into real-world outcomes. This portfolio is a collection of that work, from early explorations to more developed projects, each reflecting my interest in how design, business, and strategy come together to shape how industries evolve.