01–04–2023
27.1 MB
Mixed Media
Witchcraft - Workshop Series was a run of seven artists workshops and ROOK’s first paid event, where I was tasked with directing promotions. From ideation, we wanted to lean into the diversity of our studio artists, providing an eclectic range of workshops that would stand out from the typical Sip’n’Paint workshops.
I developed an event brand and visual identity meshing with ROOK’s darker gothic brand, likening these specialized skills to occult knowledge - Witchcraft fit nicely. I briefed a graphic designer for the textual logo, pantone and type, but made an extra brief for the director, as I wanted a graphic logo that featured his hand-drawn work (seen in the ROOK logo). I brought all these elements together when I created the event content seen here.
When scheduling on digital channels for this event, I aimed to reach beyond the brand’s steady Instagram following out to Facebook and launched the first Email newsletter (BLACKMAIL) utilizing a mailing list I gathered at the previous event. I created two competitons to broaden our reach beyond our core audience, and maintain engagement througout the duration of the event season.
The event was a great success, all but selling out tickets on Eventbrite.
- Planned and executed a digital campaign for seven artist workshops, successfully selling 200 tickets (95%) through Eventbrite.
- Assisted the director and event manager in ideation and strategy, ensuring clear direction for promotions.
- Managed digital channels, including Instagram, Facebook, Eventbrite and an Email Newsletter.
- Designed an event brand and graphic brief for deliverables from a graphic designer, maintaining a distinct visual identity consistent with ROOK’s current branding.
- Designed and scheduled organic content for digital channels.
- Created two competitions to drive event impressions and engagement, with a combined total of 14 entrants.
- Coproduced event photography.
- Working with no budget (or salary) is tough; create and nuture ties with government organizations whenever possible.
- Involving and leveraging artists to help drive strategy creates authentic collateral and content while returning the audience’s focus back to them and their process.
- Content - Canva
- Photo - Canon EOS700
- Messaging - Meta Suite, Mailchimp & Eventbrite
branding, strategy, events, content, image, client management
07–08–2024
11.7MB
Mixed Media
I was brought on during a critical period of change and growth for the brand, who were assessing their dated marketing, brand and philanthropic strategies. Majority of my internship consisted of evaluating these strategies and proposing recommendations for improvement, meeting organizational goals and addressing key issues.
I conducted audits on Encounter’s brand strategy and marketing plans and creating recommendations that would be scalable and achievable for a small non-profit arts organization. Several branding recommendations were affirmed after I designed and analyzed a brand image survery for a cross-section of the brand’s stakeholders. Since leaving, the two key reccomendations have been adopted, including a brand refresh and a revamped website.
I assisted the CEO and another intern with ideating and creating a EOFY campaign for driving donations to the brand that year. I directed content for a graphic designer, managed digital channels (brand social media, newsletter and website) and directed and created a short promotional video for the campaign.
I have learnt an incredible amount about an industry new to myself, the broader arts industry, and how marketing within a small business is conducted. The volume, pace and shifting form of the work expected kept me on my toes throughout. The internal and confidential nature of the majority of the work means it cannot be shown here.
- Generated detailed branding and marketing plan audits, ensuing proposals and summaries for managers.
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Designed and conducted a brand-image survey with eight stakeholders to inform audit recommendations with data-driven insights.
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Helped create a donor campaign for social media, newsletter and a website, that successfully raised $2K for the non-profit organization.
- Managed and edited content for brand social channels.
- Shot, directed and edited at 2.5 minute promotional video as part of the donor campaign.
- Secured a speaking engagement for the CEO/AD at the Circuitwest Showcase for 2024.
- Prepare and practice compressing or rescaling your ideas when working in a NFP setting with meagre funding.
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Learn to condense your insights and directions down to a single concise sentence; your manager will not read your 40+ page audit.
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You will need to become a swiss-army-person at least once in your marketing career, be ready to adapt in terms of work-type and volume.
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Question, question again and continue to question the essence of your brand when auditing and looking to refesh/rebrand.
- Content - Canva
- Photo - Canon EOS700
- Messaging - Meta Suite, Mailchimp, Squarespace & Eventbrite
branding, strategy, research, content, storytelling, client management
04–03–2021
2.26 MB
FIG
- Shape Mode allows the user to browse the store purely from the visual characteristics of each item, such as shape, colour and size.
- Picture Mode is the traditional browsing experience that shows photos of each item as it appears in the real world.
While not the most efficient design, this UX offered a unique brand experience, embodying product qualities and values, allowing the user to engage with each through interaction design. The challenge was striking a balance between brand aesthetic and system usability; with user research leading to the design being dialed back. Non-verbal, design-forward UX is something I hope to explore in future endeavors.
- Usable Figma (Web/PC) prototype
- Pretty designs rarely translate to good usability.
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Offer users an ‘easy mode’ alternative when making strong design choices.
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I could have focused more on the mobile version where more users for this brand would have been accessing the website.
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Prepare to have your baby go unadopted by the client.
- UX feels like an underexplored avenue in regards to communicating brand.
- UX Prototyping - Figma
ux, web, design, branding
21–08–2021
22.1 MB
PPT
The brand faced several hurdles, including negative consumer sentiment around property managers in a problematic industry, a need to reimagine the future of strata living, and the nuances of the many target segments living within these communities. Strata. Town would need to go above and beyond being just a property management brand, but one that meaningfully improves people's lives in order to truly disrupt a market rife with negative sentiment toward its operators.
Strategy was designed to make the brand appeal significantly to younger generations, the future market, in contrast to competitors. We devised a number of brand initatives, involving green living, inclusive education and tailored infrastructure reinvestment in individual communities that would demonstrate a committment to care.
- Strategic plan for rebranding a tech-strata company seeking to disrupt and establish itself within a polarizing and complex market.
- Not all target segments are equal; working in complex housing means you are beholden to ecosystems of segments rather than just individuals.
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Brands giving back to consumers should adopt strategies with meangingful impact, especially when dealing in polarizing markets such as housing.
branding, strategy, storytelling
23–03–2022
4.99 MB
PPT
Unique luxury garments are hand-crafted from environmental waste, feature zero packaging and tell a unique story through its creation via innovative design methods that transpose waste into want.
The brand operates slowly on its own clock divorced from normative fashion calendars to adhere to hardline green values. This ethos is designed to appeal to younger, future-thinking segments, and set new standards in sustainability for other brands to follow.
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Brand identity for a luxury fashion brand oriented around hardline sustainability values.
- Product design strategy to directly embody brand values.
- Leverage your luxury status to shape and redefine consumer expectations and behaviours when dealing with established norms.
- Practice what you preach: Strong brand values ideally run to the core of business practices for an authentic and belivable embodiment in the eyes of the consumer.
branding, strategy, design, storytelling
30–03–2021
34 MB
Mixed Media
Acre is a social media platform to give new life to plants where users can name, characterize, track growth and geotag their plants for others users to see and explore in the real world. The brand also offers biodegradable Seed Pods that contain myraid plants for users to purchase, plant and use with the app.
I contributed to the product ideation and prototyping for both the app and product components. I helped wireframe sections of the app using Figma, and designed the ‘Seed Pod’product using Blender. I wanted the Seed Pod to be extremely sustainable, easily usable and nice to look at with potential for new designs and colours. After several iterations, I opted for a telescoping origami design that would ‘grow’ as the user unfolded it. The pod is designed to be filled with soil and watered for a short time to begin growth before being re-potted.
- Usable mobile app prototype created in a single week sprint using Figma (no longer accessible) and a single round of usability testing with volunteers.
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3D Product design created with Blender.
- Our design had interesting and unforeseen ethical implications from gamifying the process of tagging and naming plants in the real world. Would users break in to other people’s property? Would famous plants be stolen or defaced by other users?
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Learning blender for the first time was difficult but ultimately rewarding. I could have taken the Pod design in even more directions with more time.
- I feel our design could have taken cues from social media apps to better ground users with an interface they are likely familiar with.
- UX Prototype - Figma
- Product Design - Blender
ux, web, design, branding
20–05–2022
7.03 MB
Can we find value in the grotesque, the unconventional and subverting expectations?
Does acknowledging the innate aesthetics of something deemed ugly, make it appealing?
This case study takes a look at the Camel Dairy industry and how it relates to cosmetics derived from an animal that is not common used for its milk, nor the most conventionally attractive being on Earth. A proposal is made for a more upfront, polarizing product experience that leans in to the tactile and visceral elements of the Camel itself to cut through the market of conventionally designed Camel Milk Cosmetics.
..and yes, the stock images were used intentionally.
branding, strategy, design