Academic Projects
These projects highlight my approach to brand building through strategy, storytelling, and consumer insight. Each project explores different aspects of marketing, from campaign development and brand strategy to experiential design and market expansion. Whether working independently or as part of a team, I focus on blending creativity with research-driven thinking to create meaningful, engaging work.
Life unravels in small, jagged moments— missed trains, spilled coffee, a full elevator. Eyes Closed by Byredo offers a quiet remedy: a scent that softens, centers, and brings you back to yourself.
This project involved developing a long-term strategic roadmap for Tom Ford, a brand known for its bold sophistication and modern glamour. Our team analyzed the current brand identity and proposed forward-looking initiatives to strengthen emotional connection, cultural relevance, and exclusivity. Highlights include a luxury home décor line, curated art collaborations, and an elevated salon experience.
Poppi, a functional prebiotic soda, aims to expand into the health-conscious market of New Zealand. With a reputation for wellness-oriented consumption and sustainable practices, New Zealand provides a fertile environment for Poppi’s expansion.
Rooted in Maison Margiela’s legacy of deconstruction, anonymity, and the poetic in-between, the concept materializes as a multi-sensory performance installation in a hidden location – discovered only through a philosophical mobile app journey. The space subverts expectations of a traditional fashion show, replacing spectacle with introspection.
