The projects below include a combination of anonymized professional work and independent concept projects. Client details have been generalized to respect confidentiality.
Professional Work
Selected case studies from my professional experience demonstrating research, narrative development, and messaging strategy across corporate and nonprofit organizations.
Concept Work
Independent brand explorations that translate strategic thinking into creative brand worlds. Both projects demonstrate my ability to evolve existing brands and create new ones through culturally informed strategy.
Professional Work
1. Category Positioning Analysis - Global Beauty Company
2. Messaging Framework - Global Investment Firm
3. Narrative Development - Nonprofit Animal Rescue
Concept Work
4. Brand Narrative Reimagined - Elizabeth Arden
1. Category Positioning Analysis - Global Beauty Company
Analysis of leadership narratives across global beauty brands to identify strategic whitespace and reposition a global beauty company around the cultural role of beauty in identity and creativity.
Link to overview
2. Messaging Framework - Global Investment Firm
A leadership messaging architecture that differentiated a global investment firm by articulating the intellectual philosophy and research culture behind its predictive technologies and market approach.
Link to overview
3. Narrative Development - Nonprofit Animal Rescue
A narrative framework repositioning a regional animal rescue from an adoption center to a full-service ecosystem of care spanning rescue, medical treatment, rehabilitation, and community support.
Link to overview
4. Brand Narrative Reimagined - Elizabeth Arden Case Study
Case study repositioning 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
5. Concept Brand Strategy Deck - “olythea”
A fragrance house brand concept built from the ground up.
The goal was to demonstrate my ability to develop 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.