Where Ideas Meet Execution

Founded as my own concept and developed with my Business Capstone team, Closet Consultant is an AI-powered personal styling app designed to help young professionals reduce decision fatigue and build personal style using what they already own. Through a full business plan, competitive analysis, pricing model, and pitch deck, we brought the concept from idea to investor-ready presentation. We placed 2nd out of 12 teams before a panel of external judges.

Developed as part of my Strategic Communications Capstone, this full creative campaign for Illegal Pete's was built in partnership with their real marketing team. The goal was to get more people ordering drinks. Through audience research, consumer insights, and fun creative concepts, my team and I built a complete pitch deck and took it straight to the client.

Developed for my PR Writing course, this campaign aimed to rebuild CorePower Yoga's brand authenticity and community presence following reputational challenges around labor practices. Through a communication audit, original press release, two personalized media pitches, and a social media strategy, the campaign focused on repositioning CorePower as an inclusive, community-driven wellness brand.

SmartStride is a group product concept developed for my Product Development course. Our team identified an unmet need in the running market, conducted in-depth consumer interviews, validated our concept through market research, and developed a full product strategy including prototypes, pricing, and a launch plan designed to allow runners to leave their phones at home while staying safe and connected.

Developed for my PR Strategy course, this group campaign addressed the reputational challenges Poppi faced following its $1.95 billion acquisition by PepsiCo. The campaign aimed to reassure loyal consumers that Poppi's brand identity, recipe, and community-focused values would remain intact, using original survey research, audience analysis, message strategy, and a full strategic communications plan.

A group case study presentation developed for my Strategic Thinking course analyzing Pepsi's infamous 2017 Kendall Jenner 'Live Now' ad. The project examined why the campaign failed, exploring its insensitive handling of social justice movements, poor celebrity choice, and the role social media played in its rapid downfall, as well as the short and long-term reputational impacts on the brand.