My Projects/Designs

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BOTANY Bar & Bottle Case Study

This semester, I am interning with BOH Ventures, contributing to the BOTANY Bar & Bottle case study. BOTANY, a non-alcoholic bottle shop, faces the challenge of educating consumers on a new category. Our project focuses on creating a seamless shop-and-bar experience to showcase products in action and engage customers in a meaningful way.

Once the internship concludes, I will update my portfolio with insights and outcomes from this exciting project.

Kodiak x Clemson Marketing Messaging Project

This semester, my team and I are partnering with Kodiak as part of a marketing practicum course at Clemson University. Known for their innovative 100% whole-grain, protein-packed breakfast products, Kodiak is seeking to enhance their messaging around Environmental, Social, and Governance (ESG) initiatives. Our objective is to develop a cohesive communication strategy that resonates with both consumers and investors by creating a detailed message map that highlights Kodiak’s ESG efforts.

As the design lead for this project, I am responsible for crafting the presentation and deliverables that will effectively communicate our findings and recommendations to Kodiak. This collaboration provides hands-on experience in aligning corporate values with audience expectations, using strategic messaging to build brand trust and engagement.

Updates and insights from this project will be added to my portfolio upon its completion to showcase my ability to address real-world business challenges through creative and data-driven solutions.

Marketing Plan Development for Rock the Ranch

This semester, my team and I are collaborating with Rock the Ranch, a music festival in Seneca, SC, as part of our MKT 8630 course. Our focus is to create a comprehensive marketing plan aimed at attracting Generation Z attendees from key nearby cities such as Asheville, Athens, Columbia, and Greenville, while also developing strategies to secure new sponsors.

Through detailed market research, segmentation, and positioning analysis, we aim to provide actionable insights that align with Rock the Ranch’s goals. Updates on this project will be added to my portfolio upon completion to showcase my ability to apply strategic marketing principles to real-world business challenges.

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.

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.

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 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.

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: 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.

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: 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.

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.