This section presents two projects that illustrate my range in brand strategy and creative positioning.
The first, Elizabeth Arden, reimagines a heritage brand for a modern audience, translating legacy into a future-facing narrative rooted in cultural relevance.
The second, olythea, builds a fragrance brand from the ground up, uniting strategy, storytelling, and product concept to create a distinct and immersive world.
Together, they demonstrate my ability to evolve existing brands and create new ones through thoughtful, culturally informed strategy.
1. Elizabeth Arden - Brand Narrative Reimagined
1. Elizabeth Arden Case Study
This case study repositions a century-old beauty house for a contemporary audience.
The goal was to examine how a legacy brand can evolve to reclaim cultural currency. translating heritage into a long-term, future-facing vision.
The project demonstrates my ability to think both strategically and creatively: to analyze brand heritage through a high-level storytelling lens and to translate that analysis into tactical expressions (e.g., visual identity, partnerships, and campaign concepts) that reframe the brand within today’s cultural landscape.
Link to deck
2. “olythea” - Concept Brand Strategy Deck
Olythea was conceived as an original fragrance house developed from the ground up - a complete exercise in brand creation.
The goal was to demonstrate my ability to form a differentiated idea in an oversaturated market by uniting strategy, storytelling, and product concept into one cohesive ecosystem.
It reflects my capacity to move fluidly between high-level brand strategy and tangible creative expression, from narrative and positioning to experiential activations, sensory design, and product form.
The project explores how ritual, memory, and culture can converge to create a brand that feels both timeless and current.