Naadam - The Cashmere Wars
goal: Establish that Naadam is the best on the market

What do you do when someone continuously uses your brand in their ads? You don’t back down! For this one day campaign, Naadam knew we wanted to have fun. By using nostalgic quotes, memes, and moments we called out a competitor while also fostering community, conversation, and sales.

Site traffic during the week Naadam shared the posts on its Instagram was up 43% year-over-year, and sales were up 47%.

Package Free Shop - #Showuswhatyouaremadeof
goal: Create an earth month campaign

For this campaign, Package Free knew we wanted to challenge other brands to strip down their ingredients, go naked, and #ShowUsWhatYouAreMadeOf⁠. From a simple hashtag came a campaign focused on ingredients as natural as the bodies that we all live in.

I collaborated with my team to devise the digital strategy, producing the photoshoot production, and delivering visual inspiration for the project. Through strong storytelling and visuals, we successfully made a compelling and resonating campaign that resonated with our target audience.

MOSA.
goal: Identify a white space in the alcohol industry

I conceptualized, strategized, and designed a canned cocktail brand that address a fictional canned beverage that addresses key consumer interest using forward design thinking. This brand, influenced by mimosas, focuses on the combining fruity flavors such as grapefruit and orange with bubbly champagne all in a can. To view the deck click here.

Girl Gang NYC
goal: brand the NYC based collective

Girl Gang is an NYC-based collective that aims to spotlight and celebrate marginalized women and non-binary creatives of any and all crafts. The platform strives to not only highlight the community but also connect talented individuals across the world. I met with the founders during the early phases of company development and helped them shift from their original concept (in-person events) to a digital gallery on Instagram, enabling them to grow during COVID-19. It was a great success that eventually enabled the group to host virtual events. Mid-pandemic Girl Gang decided it was time for a fresh look. The result, reached in collaboration with a team of incredible designers, was an open and intelligent personality paired with a slate of social media series (each branded) ranging from video to infographics to artist highlights. Today, I help curate their Instagram as well as assist with general creative direction.

Lola (class assignment)
Goal: create a strategy for a new ad campaign

Did you know that, according to an LOLA’s interview of 900 women between the ages of 18-35, 54% women want a sense of empowerment, a trusted sexual resource, and control over there sex life? In this course, my team was asked to create an ad campaign for a unicorn brand and strategize a way that the brand could utilize one of their products to reach more consumers.

LOLA is at the forefront of reproductive care, but what about their sexual wellness kit? Have you ever heard of someone using a LOLA condom? We decided to create a campaign for LOLA’s sexual wellness kit. First, we wanted to highlight a voice in LOLA only seen in a few of their campaigns surrounding this kit. While LOLA has a caring and trusting tone, we decided to jazz it up by using old phrases like “get jiggy with it” to make sex approachable and easy to talk about. To pitch this campaign I designed all the slides and branding for the team while also helping with developing personas, writing copy, and general research for the product. To access the pitch deck click here.

Stuck behind a plant (Class assignment)
Goal: develop branded content for brand

What started as an Instagram dedicated to my passion for plants turned into a multimedia project where I coded a website with audio, video, and photography centered around a case study of my brand, Stuck Behind A Plant.

In a world saturated with media and brands, what makes one brand appeal to you more than the other? Throughout this course, my goal was to explore brand storytelling and the way in which brands construct a story (and voice) that appeals to consumers. To do this, I created an administrative website for my studies and then executed what I learned onto a consumer facing site where I explored video, audio, and visual branding.

The goal of this project was to represent this brand as an educational tool. While most brands might sell products, some provide experience. The overall tone of this brand is fun, educational, and playful. While there is no product for purchase, there is free plant advice!