My Projects/Designs
Marketing Internship at BOH Ventures
BOTANY Bar & Bottle
Spring 2025 | Case Study
During my work on the Botany Bar & Bottle case study, I gained valuable experience in audience research, customer experience design, and brand positioning for a modern, wellness-driven hospitality concept. I conducted in-depth consumer insights research through online observation and field visits, identifying key trends in the "sober-curious" and alcohol-free social movement. I learned how to apply design thinking by developing strategies to enhance the customer journey, from discovery through loyalty, and proposed initiatives such as mood-based menu organization, bar-to-bottle retail integration, and community-driven programming. This project strengthened my skills in empathetic research, experiential branding, and strategic marketing planning. It also deepened my understanding of how to create inclusive, functional, and aesthetically compelling environments that align with evolving consumer values around wellness, mindfulness, and intentional socializing.
Kodiak Marketing Messaging
Spring 2025 | Client Project through Clemson University
As part of a graduate-level marketing practicum, I collaborated with Kodiak, a leading better-for-you food brand, on a confidential ESG-focused campaign. Our team developed a strategic messaging framework and supporting creative assets to enhance Kodiak’s communication around sustainability and community impact.
While I cannot share project visuals/information due to a non-disclosure agreement,
I was responsible for:
- Designing two paid and organic social ad mockups aligned with the brand’s ESG initiatives
- Translating research insights into actionable creative strategies
- Collaborating cross-functionally to align design and messaging with consumer values
Key Takeaways:
This project taught me how to balance brand voice, visual identity, and social impact in creative storytelling. It also gave me firsthand experience navigating the legal and ethical responsibilities of client work—an essential skill for agency and in-house roles alike.
Rock The Ranch
Gen Z Marketing Plan Development for a Nonprofit Music Festival
Overview:
Rock the Ranch is a one-day charity music festival in Seneca, SC, benefiting organizations like the Alzheimer’s Association and the Cystic Fibrosis Foundation. As part of a strategic marketing team, I worked to expand the festival's reach to younger audiences—specifically Gen Z—through digital campaigns, ambassador programs, and refreshed branding.
My Role:
As a core member of the team, I contributed to nearly every aspect of the campaign. I personally designed two of our primary promotional graphics:
🎟️ Instagram Ticket Giveaway Graphic
🧢 Student Ambassador Recruitment Graphic
These visuals aligned with Gen Z aesthetic trends and were central to our digital engagement strategy.
Key Contributions & Skills Applied:
I conducted audience research to shape messaging that resonated with Gen Z and helped refine the brand identity through consistent design elements. I personally designed the ticket giveaway and ambassador graphics used across social media. I also supported planning around budget allocation, referral incentives, and KPIs to guide campaign success.
What I Learned:
This project gave me valuable experience in connecting purpose-driven events with younger audiences. I learned how to craft messaging and visuals that feel authentic to Gen Z, and how to use peer influence, incentives, and social proof to drive engagement. I also gained insight into designing content that performs well on platforms like TikTok and Instagram—skills I’ll apply to future social and digital campaigns. Most importantly, I learned how to align creative assets with strategic goals, ensuring every design or message serves a measurable purpose.
Visual Merchandising Concept for The Frankie Shop
No Folding: A Visual Merchandising Concept for The Frankie Shop
For this project, I developed a unique visual merchandising concept for The Frankie Shop, inspired by the theme of women’s empowerment. The idea, titled No Folding, creatively integrates the imagery of tailored suits with the confidence and strategy of a card game. This bold concept encourages women to take chances, embrace their power, and exude confidence in life and fashion. Reflecting the theme, all the clothes in the store will be displayed on hangers rather than folded, symbolizing the elegance and sophistication of the collection while aligning with the "No Folding" concept.
The campaign features a cohesive design inspired by the dopamine color red, sophisticated black-and-white accents, and luxurious surfaces such as marble floors and ripple-effect stainless steel ceilings. Key elements include LED lighting, intricate shelving, and greenery to create an inviting and dynamic retail space. The mannequins were styled to emphasize inclusivity, diversity, and natural beauty, ensuring that the brand’s empowering message resonates with all audiences.
By blending artistic visuals, a bold theme, and strategic design, this project showcases my ability to reimagine retail spaces with fresh, creative ideas. It highlights my expertise in aligning visual merchandising trends with a brand’s identity, resulting in a campaign that not only captivates but also inspires.
HOTWORX
Boosting Brand Awareness: Marketing Success for Clemson HOTWORX
Working for Clemson HOTWORX, I have taken an active role in driving brand awareness and member engagement. My contributions include creating compelling content tailored to resonate with the local community, leveraging social media platforms to highlight the unique benefits of HOTWORX's infrared workout experiences.
Through targeted campaigns and creative initiatives, I’ve focused on promoting exclusive offers, and the health benefits of our innovative fitness programs. This strategic approach not only increases visibility but also strengthens our connection with current and potential members, fostering a vibrant, health-focused community.
This experience has honed my skills in digital marketing, content creation, and audience engagement, demonstrating my ability to effectively market health and fitness services in a competitive industry.
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Programmatic Ad Campaign - Basis Platform
Driving Engagement Through Programmatic Advertising: Simply Massage Campaign
For this project, I developed a strategic programmatic ad campaign for Simply Massage, focusing on audience segmentation, geographic targeting, and optimized ad placements. The goal was to increase exposure for Simply Massage's diverse offerings, including Swedish, sports, and prenatal massages, by connecting with high-income professionals, sports enthusiasts, and wellness-conscious individuals in the Greenville area.
I crafted detailed audience segments and implemented targeting strategies, such as age groups (21-69), income levels, and specific interests like spa goers and fitness enthusiasts. Geographic targeting ensured the campaign focused on Greenville and nearby cities, maximizing its reach among relevant audiences. Key scheduling tactics, like dayparting and frequency capping, were used to align ad visibility with customer behavior patterns, such as lunchtime browsing or weekend activity. Additionally, I gained valuable hands-on experience using Basis, a programmatic advertising platform, to build and structure the campaign. However, since the company I was assigned did not respond, I was unable to run the campaign live or receive permission to launch the ads.
This project enhanced my expertise in programmatic advertising by demonstrating the importance of precise audience targeting, thoughtful ad placement, and data-driven strategies. Despite the campaign not going live, it highlights my ability to design marketing initiatives that drive engagement and align with client objectives.
Rebranding Cleveland Browns
Rebranding Tradition: A Modern Logo for the Cleveland Browns
Growing up as a young NFL fan, I was captivated by the visual identities of teams, which inspired my rebranding concept for the Cleveland Browns. Known for their iconic yet simple orange helmet, the Browns have remained faithful to their minimalist design. However, without a distinct logo, the team struggles to establish a strong emotional connection with casual viewers and younger audiences. My rebranding project aimed to blend tradition with a modern design, creating a compelling logo that resonates with both loyal lifelong fans and new supporters.
At the core of this rebrand is a redesigned dog mascot, paying homage to the Browns’ “Dawg Pound” fan section. The logo incorporates clean lines, sharp contrast, and a left-facing design to symbolize looking back at the team’s history while embracing a modern identity. This approach ensures the new logo is both recognizable and meaningful, bridging the gap between generations. By prominently featuring this design on helmets and merchandise, the Browns can build a stronger, more cohesive brand identity that captivates their audience and fosters loyalty.
This project highlights my ability to strategically integrate marketing principles, such as brand loyalty and emotional connection, into creative design. By combining tradition with innovation, this rebranding concept unlocks opportunities for growth and ensures the Cleveland Browns remain top-of-mind for fans and consumers alike.
Rent the Runway International
During my study of global markets at Lorenzo De Medici, my team and I explored the multitude of challenges present in International Marketing. We undertook a simulated project involving the expansion of a sustainable American clothing app, Rent the Runway, into an international corporation. Through collaborative research, we identified common hurdles such as export restrictions, tariffs, and quota requirements. Additionally, we analyzed country-specific risks, including the Italian tax system, cultural appeal, language barriers, and currency differences.
While these adjustments posed significant challenges, our research demonstrated that success is feasible with strategic navigation of these complexities. This group project allowed us to integrate our shared passions for fashion, sustainability, creativity, and problem-solving while deepening our understanding of the intricacies involved in expanding marketing campaigns globally.
OurAnimal Experimental Business
OurAnimal: Innovating Pet Wellness Through Data-Driven Insights
As part of this project, I collaborated on the development of OurAnimal, a pet health-tracking collar designed to extend Oura's mission of empowering health through technology to pets. Combining wearable technology with actionable insights, OurAnimal aims to address the growing demand among modern pet owners for personalized, data-driven tools to monitor and enhance their pets' health and well-being.
Using Choice-Based Conjoint (CBC) Analysis, we identified key features that matter most to consumers, including advanced technological components like acoustic sensors and 6D accelerometers. Our research revealed that pricing is a critical driver of consumer decisions, with the $150–$250 range being the sweet spot for maximum appeal. Other insights, such as a preference for neutral band colors and rechargeable power sources, helped refine product positioning and inform strategic decision-making. We also evaluated customer lifetime value (CLV), estimating a market value of $9.7 million based on niche adoption by tech-savvy pet owners.
This project highlights my ability to use advanced market research techniques, interpret consumer preferences, and deliver actionable recommendations. By leveraging data and insights, I contributed to the creation of an innovative product concept poised to expand Oura's reach into the lucrative pet wellness market.
Clean Girl Aesthetic Research
Exploring the Clean Girl Aesthetic: Insights into Consumer Behavior and Workplace Productivity
As part of this project, I collaborated with a team to analyze the rise of the Clean Girl Aesthetic—a lifestyle trend emphasizing simplicity, neatness, and effortless style. We explored its influence on consumer behavior, self-esteem, and productivity, offering actionable insights for brands seeking to connect with this growing market segment. By conducting research through surveys, experiments, and regression modeling, we investigated the psychological and behavioral impact of this aesthetic on individuals and its potential as a brand strategy.
Our findings revealed that adherence to the Clean Girl Aesthetic positively correlates with self-esteem and confidence, making it a powerful tool for brands targeting younger demographics. Furthermore, our workspace experiments demonstrated that clean, organized environments significantly boost productivity and collaboration compared to chaotic, disorganized spaces. These results highlight the importance of aligning physical and digital spaces with consumer preferences to drive engagement and efficiency.
This project exemplifies my ability to combine data-driven research with strategic recommendations, showcasing how brands can leverage emerging trends to enhance customer experiences, foster loyalty, and optimize their environments for success.
RojoCentro
RojoCentro: Sustainable Fashion Meets Innovation
As part of a collaborative project, my team and I developed RojoCentro, a minimalist tote bag crafted from sustainable apple leather. Designed for everyday use, the bag is both stylish and functional, appealing to eco-conscious consumers who value ethical practices and fashion-forward design. With its roots in sustainability, each purchase contributes to reducing plastic bag usage and helps support the environment by planting an apple tree for every bag sold.
Our comprehensive marketing strategy focused on launching RojoCentro in Catalonia, Spain, a region known for its apple orchards. Through market research and segmentation, we identified key target personas, including young professionals and families, and positioned the product as a mid-market, accessible luxury item. By leveraging digital marketing channels, pop-up shops, and influencer endorsements, we crafted a plan to maximize brand visibility and build consumer trust.
This project highlights my ability to integrate sustainability with innovative branding, from product development to market positioning. It reflects my passion for combining creativity and strategic thinking to address modern consumer needs.
Outdoor Voices
Reimagining Retail: Outdoor Voices Concept Store Design
As part of a collaborative project, my team and I designed a concept store for Outdoor Voices, a brand rooted in encouraging movement and fostering community. The store, conceptualized for Phoenix, Arizona, incorporates a “wild desert oasis” aesthetic with neutral tones, sustainable materials, and an open, flexible layout designed to enhance the customer experience.
The ground floor focuses on women’s apparel, while the upper floor includes men’s apparel, clearance sections, and a yoga studio, aligning with the brand's commitment to community and wellness. To reflect Outdoor Voices' mission of sustainability and inclusivity, we selected eco-friendly props, diverse mannequins in active poses, and thoughtfully arranged merchandise displays. The addition of a yoga studio creates opportunities for customer engagement, allowing shoppers to participate in classes while fostering a sense of belonging.
This project highlights my ability to merge branding, design, and marketing strategy to create a retail space that embodies a brand’s core values while providing a memorable customer experience.