Portfolio

University presentations & brand design work

Selected work

Presentations & projects

01 · CELINE

01 · Trendbook & Luxury Skincare Strategy

Brief: Develop a skincare line for an established luxury fashion brand, using market research and consumer trends to identify a relevant opportunity.
Approach: I selected CELINE and the APAC market, focusing on Gen X and Boomer consumers and their growing interest in longevity-focused skincare. Using WGSN trend reports, market data, and Helena Rubinstein as a luxury skincare case study, I developed Intemporel par CELINE, including four product concepts, ingredient choices, pricing, packaging direction, and brand positioning.
Focus: Luxury consumer insights, trend forecasting, market research, product development, and brand extension.

02 · CARCAMO

02 · Brand Identity & Advertising Campaign

Brief: Select a senior SCAD fashion student and develop the branding for their collection, from brand positioning and visual identity to a proposed campaign.
Approach: Our group selected Chayse Carcamo and her collection, Maganda Trabajo, inspired by her Filipino and Hispanic heritage. We developed the brand positioning, customer profiles, competitor analysis, logo, typography, and visual identity before creating a campaign featuring the collection. The final work included art direction, styling, shoot planning, photography, a proposed budget, and a two-week marketing strategy.
Focus: Designer collaboration, brand identity, campaign development, fashion communication, and visual storytelling.

03 · CONFISERIE

03 · Brand Identity & Packaging Design

Brief: Develop a visual identity and packaging system for a proposed Savannah concept store inspired by a colourful candy shop, featuring work by emerging designers.
Approach: My group and I explored two visual directions, vintage and modern, translating the confectionery concept into a coordinated packaging system. Deliverables included logo applications, shopping bags, garment labels, hang tags, jewelry pouches, gift boxes, ribbons, tissue wrap, and thank-you cards. The vintage direction drew on traditional confectionery packaging, while the modern direction explored contemporary finishes and playful colour. The concept was later named BAZAAR by ShopSCAD; the packaging was developed under its original name, Confiserie.
Focus: Packaging design, visual identity, creative direction, material and finish selection, and retail experience.

04 · BAZAAR

04 · Social Media Strategy, App Design & User Experience

Brief: Develop the digital presence of SCAD’s concept retail store through an official Instagram strategy, product photography, and an app concept that supports product discovery.
Approach: Building on the earlier packaging work, our group planned and produced a shoot featuring pieces by designers represented in the store. We developed content for BAZAAR’s official Instagram, including product imagery, designer stories, behind-the-scenes content, and editorial-style visuals. We also worked on an app concept and user experience to connect the store’s physical offering with its digital presence.
Focus: Cross-disciplinary collaboration, content creation, product photography, social media planning, app design, and digital customer experience.

05 · TIFFANY & CO.

05 · Brand Repositioning & Strategic Marketing

Brief: Select a jewelry brand and develop a repositioning strategy that strengthens its distinction in the luxury market and responds to its competitive landscape.
Approach: The project examined Tiffany & Co.’s brand heritage, market position, competitors, customer opportunities, and existing high jewelry communication. From this analysis, we developed a strategic direction centred on strengthening Tiffany’s position as a leading American high jewelry house. The proposal organised the brand story around four themes and translated them into a four-year marketing roadmap featuring proposed campaigns, exhibitions, cultural collaborations, and brand experiences.
Focus: Luxury brand strategy, competitive analysis, high jewelry positioning, heritage storytelling, and long-term marketing planning.

06 · GLOBE-TROTTER

06 · Integrated Advertising Campaign

Brief: Select a luxury brand and create an advertising campaign through cross-disciplinary collaboration at SCAD, bringing together brand strategy and creative production.
Approach: Our group selected Globe-Trotter and explored how the heritage luggage brand could connect with luxury travellers through the emotional significance of travel and personal belongings. We used consumer survey findings and media observation to shape What Stayed With Me, a campaign concept about the memories, places, and experiences people carry with them. Working with SCAD film students, we developed the campaign narrative and creative direction, supported by proposed film, social media, editorial, and experiential activations.
Focus: Cross-disciplinary collaboration with film students, consumer research, campaign storytelling, creative direction, and integrated media planning.

07 · FERRAGAMO

07 · Fall/Winter 2027 Trend Forecast & Trendbook

Brief: Analyse Ferragamo’s brand identity, market position, and current fashion direction before developing a trend forecast for its Fall/Winter 2027 ready-to-wear collection. The project connects luxury market research and trend analysis with a future-facing creative direction for the brand.
Approach: Part 1 examined Ferragamo’s heritage, product portfolio, target audience, brand aesthetics, current WGSN trends, and Fall/Winter 2025 runway collection. I also assessed the brand’s marketing strategy and digital engagement to identify opportunities for future relevance. Part 2 builds on this foundation to develop the Fall/Winter 2027 trend forecast, translating research and emerging fashion directions into a focused trendbook for the brand.
Focus: Trend forecasting, WGSN research, luxury market analysis, brand heritage, runway analysis, consumer insights, and future ready-to-wear direction.

Trend forecasting film