Campaigns, Account Planning, & Creative Briefs
A showcase of large-scale projects where strategy, creativity, and execution come together. Each project represents an ability to think holistically; considering research, messaging, visuals, and audience impacts.
The work featured includes client campaigns, academic projects, photography collections, and real-world brand initiatives.
Client Rebrand Book: Hill Records
(Creative Strategy)
Overview:
Rebranded a student-run record label to create a stronger, more cohesive visual identity. Delivered a strategic brand system, including logo design, campaign concepts, and a comprehensive strategy book
Objective:
Modernize Hill Records’ brand to better resonate with its target audience and establish consistency across marketing platforms.
Approach:
Led research and strategy development through audience analysis, competitor research, and persona creation. Translated insights into a clear creative direction aligned with the label’s identity.
Execution:
Designed logo systems and promotional mockups using Adobe Creative Suite
Developed cohesive brand visuals and campaign concepts
Created strategic deliverables, including SWOT analysis, creative brief, and audience personas
Impact:
Delivered a unified brand identity that strengthened visual consistency and clarified the label’s positioning across platforms.
The Evolution of E-commerce &TikTok: Account Planning
(Final Project)
Overview:
Analyzed the evolution of TikTok to understand how platform features, content trends, and user behavior have shifted over time. Translated research into a clear visual narrative highlighting opportunities for brands to leverage TikTok shop, as well as it’s impacts.
Objective:
Examine how TikTok has evolved as a platform, specific focus on its integrated shopping feature, and identify the factors driving its growth, content trends, and user engagement.
Approach:
Conducted research on TikTok’s development, including algorithm changes, content formats, and cultural trends. Collected findings into an Account Planning book that highlights key patterns in platform growth and audience behavior.
Execution:
Conducted research over the course of 4 months with Account Planning team
Learned and executed the functions of Account Planning, creating executive summaries, the history of our topic & impacts, data collection on online shopping trends, ethical concerns for brands, and reccommendations.
Utilized research databases for target audiences and demographics, (MRI-Simmons)
Impact:
Provided insight into how short-form content platforms evolve in flux with e-commerce, demonstrating an understanding of digital trends and audience behavior in modern social media, as well as how future clients can leverage this data.
Local PR Campaign: Ozark Natural Foods
(PR Writing)
Overview:
Collaborated with PR Writing team to develop a comprehensive PR Campaign for a local brand, Ozark Natural Foods Co-Op. Addressed clients’ needs and strategic goals, with deliverables such as logo redesign, Q&A with the Board President, etc.
Objective:
Strengthen the Co-Ops’ presence in the community, modernizing their established identity to connect with younger audiences (uofa students) online.
Approach:
Identified key audience segments and defined brand strategic objectives. Collaborated to develop a campaign that integrated earned, owned, and shared media tactics while ensuring brand consistency across all channels.
Execution:
Conducted client research & S.W.O.T. analysis
Created Press Releases, Pitch emails, and Executive summaries
Proposed content calendar, designed new logos and visual assets
Impact:
Created a full campaign for a local Co-Op, presented findings to the Board President received feedback and insights into implementing campaigns.
Interactive Journalism: Ethics & Website Design
(Multimedia Midterm)
Overview:
Collaborated on multimedia website that includes written, audio, interactive, and visual storytelling. Refined the skill of integrating multiple formats to highlight real-life resources. Deliverables include a website, short film, graphic, resource lists, and written content.
Objective:
Present compelling, socially relevant storytelling through a cohesive multimedia format, ensuring audience engagement with accessibility across media preferences.
Approach:
Chose and researched a prevalent topic, identified key narratives, then outlined purpose for each media element used. I focused on integrating visual branding with content flow to create a unified storytelling experience.
Execution:
Designed project website, graphics, & layout
Produced & edited written content and descriptions
Compiled and organized an accessible resource list
Canva for website design
Collaborated with partner for audio and interactive elements
Impact:
Delivered a cohesive Midterm project, strengthened multimedia integration, and combined Journalism factors of newsworthiness.
The Sidewalk: Photography Project
(CEA Study Abroad, France)
Summary:
2022 CEA Study Abroad Program in Paris, France. “The Sidewalk” is a collected portfolio of street-level perspectives of Parisian life, designed to capture the city’s rhythm— and my aversion to it—through visual storytelling.
Execution:
Taught the operations of a DSLR
Applied technical skills in lighting, framing, and composition
Developed a cohesive visual theme and project narrative
Impact:
Completing a photography portfolio informed my perspectives of framing, composition, visual interest, and expressive freedom in a period of personal hardship.