Creative Strategy
I have fallen in love with every stage of the creative strategy process. From initial research to final execution, I thrive on the challenge of building cohesive narratives that bring brands into the spotlight and create lasting impact.
I developed this strategy project to explore how a heritage brand like MAC can successfully transition its creative assets into the digital age. Driven by the relaunch of the MACZINE, I conducted a strategic audit to identify key brand wins and challenges. The resulting project outlines a modernized vision for their digital magazine, paired with a multi-channel promotional strategy to ensure the MACZINE resonates with today’s social-first audience.
I recognized a unique opportunity for Staples to capitalize on its recent viral popularity on TikTok. My strategy focused on how the brand could 'ride the wave' of consumer attention to maintain long-term relevance. In addition to developing a social media plan, I designed a rebranding framework focused on capturing the Gen Z and Millennial markets, transforming Staples from a traditional office supplier into a lifestyle essential for the next generation of creators and professionals.
I saw immense potential in the Cherry Lane Theatre, an iconic staple of New York’s artistic landscape. The objective of this project was to develop unconventional and creative promotional ideas that go beyond traditional advertising. My strategy focused on 'out-of-the-box' concepts designed to foster a vibrant community around the theatre, ensuring it remains a culturally relevant destination for a new generation of theater-goers.
This was my first collaborative team project, where I took on a multi-faceted role as a researcher, packaging designer, and lead prototyper. I was responsible for developing the visual identity for a new line of winter flavors, bringing the concept to life through structural packaging and an animated commercial. This experience allowed me to bridge the gap between initial market research and final creative execution, ensuring the brand's vision was consistent across every touchpoint.
