Aspiring Strategist
Work
Internships, class projects and case competitions over the years have provided me the opportunity to work on projects that highlight my passion for communication and love for strategy. Though my work spans multiple disciplines and manifests in many different forms, it is my hope that you can see the thread of commitment to quality that binds these projects together. Please, have a look around.
Cartier:
Experiential Design Installation
This past semester, my Art Direction in Advertising class teamed up with copywriters, ad creatives and others in the journalism school to create an experiential design installation for Cartier. Having no extravagant jewelry to display, it was undoubtedly a challenge to create an environment that immersed the user in luxury in a space with rubber stairs and low ceilings. However, seeing this process through from ideation to execution was extremely rewarding.
My favorite part of this project came long before the instillation. Our class was first tasked with creating the brand deck that would guide the thoughts and actions of everyone whose hands touched the project. Defining STATUS was no small task, but our team was able to articulate a vision that was executed with strategic grace. I hope this video is able to communicate some of that beauty to you.
MyUNC23:
Social Media Campaign
1,699 page followers; 110,995 total clicks; 1,480,718 organic impressions and 57,000 video views. The MyUNC23 social media campaign developed by myself and my classmates in New Media Technologies was conceptualized, created, implemented and analyzed in just two months.
The campaign was designed to call attention to a personalized bucket list platform developed by UNC students for UNC students as a way to document and share their college experience through identifying 23 moments that made their time on campus unforgettable. The success of this campaign truly helped us turn moments into memories, and being a part of this incredible project is definitely a part of MyUNC23.
Legion Brewing: Beer Blog
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Ask me if I like beer. My honest answer is no, not really. But my experience as a freelance blogger for a Charlotte craft brewery has given me a great appreciation for it. Starting off on this project, I was pretty nervous. Being barely 21-years-old, I knew as much about beer as I know about mutual funds: not a whole lot. The learning curve on this project was steep, but having the opportunity to start from scratch, aggregate, synthesize and simplify an incredible amount of information all while teaching myself the material was an extremely rewarding process.
Getting to stretch my creative muscles on this project was a great outlet for me. Art-directing these flavor profile photos is something I'll remember for a long time. And after everything, even though I still don't like beer, I now know which ones I dislike the least. That counts for something, right?
Artisan Tropic: Research & Insights
Artisan Tropic is a family owned plantain chip company fueled by their passion for providing wholesome snacks with a punch of creativity. In order to help Artisan Tropic achieve Category Captain in their space, our team at Concentric conducted a survey to learn more about consumer perceptions of the Better For You snack category as well as Artisan Tropic's current brand story, and analyzed the results. Using consumer feedback, we pulled out insights that informed us of growth drivers, or key obstacles Artisan Tropic faced, that, when tackled, would simplify and boost the brand.
Seeing the strategy and insights process from its inception through to delivery with the client on this project was invaluable. My team's unwillingness to settle and fearlessness that led them to confront the big questions has allowed the family behind Artisan Tropic to move forward with purpose and change the way people view snacking.
Crash Campaign:
Club Nova Thrift Shop
Crash Campaign is a strategic marketing case competition that connects UNC j-school students with local nonprofits in a 24-hour marathon of productivity. In one day, my team of strangers was prompted to rebrand an arm of a mental health service organization, put together a comprehensive campaign strategy complete with insights, tactics, deliverables and a timeline, and work seamlessly together without sleep until everything was finished.
We had so much fun.
I'll admit - I don't think cramming the creation of an entire strategic campaign into one 24-hour period would be considered a best practice in any industry. But there is something to be said about the way it pushed my team to get to know each other, and articulate our purpose before diving in.
AmWINS Group Inc:
Onboarding Video
As a human resources intern at AmWINS Group, Inc., I was tasked with creating two videos for use in company-wide on-boarding via a software I'd never heard of called GoAnimate. In collaboration with the HR staff as well as the marketing team, we spent hours perfecting each stage of the project to ensure the AmWINS brand would be beautifully and authentically represented to new employees. This project at times tested my patience, but taught me more about marketing than I ever would have expected to learn as an HR intern. At every stage I was inspired by the team's commitment to communicating the authenticity of the brand they had created.
My experience at AmWINS deserves a tremendous amount of credit in terms of fostering my passion for brand communication. Seeing my team's excitement about the brand aspects of a wholesale insurance company, and getting excited about them myself, helped me identify my own passions.