Future of Creator Commerce
In collaboration with a 12-member team, we envisioned the “future of creator commerce” for Deloitte Digital. The objective was to harness the power of content creators to foster a better line of communication between brand and consumer. Through surveys, interviews, and observational studies, we gathered 640+ research data points to identify the relevance of creator commerce where entertainment and retail overlap.
Our team designed strategy matrices, gamified experiences, and visual narratives to communicate the value and benefits of different pairings between brand archetypes, creator archetypes, and platform channels. By visually articulating how creators can fuel social commerce, we identified the key moments and opportunities for existing and emerging contexts. *Served as Creative Lead.
Creative Direction, Concept, Strategy, Primary and Secondary Research
Research insights allowed us to define creator commerce, identify creator/brand archetypes, and key relationships.
We identified three key problems in the current social
commerce landscape.
1. Consumers are overlooked
2. Choice Fatigue
3. Under representation of diversity within the influencer industry
In order to help Deloitte’s clients get the most from social platforms, we identified how creators can serve as an intermediary between brand and consumer while also solving the identified problems with a strategy matrix and collaboration roadmap.
1. Consumers are overlooked
2. Choice Fatigue
3. Under representation of diversity within the influencer industry
In order to help Deloitte’s clients get the most from social platforms, we identified how creators can serve as an intermediary between brand and consumer while also solving the identified problems with a strategy matrix and collaboration roadmap.
We
visually articulated a solution for each problem and demonstrated the strategy matrix
through use cases and solution storyboards.
Top Dog of Taste
In collaboration with a 14-member team, a fully integrated marketing campaign was developed for Wienerschnitzel, the world's largest hot dog chain. The campaign's primary objectives were to enhance positive sentiment surrounding the hot dog, drive primary demand within the industry, and establish Wienerschnitzel as a leading innovator.
Market research was conducted using focus groups, surveys, biometric testing, and ethnographic studies to gather 6,540+ research touchpoints that informed the development of a comprehensive campaign strategy. We created over 25 marketing tactics to be implemented across paid, owned, and earned media channels, ensuring a wide-reaching impact and effective engagement with the target audience.
Campaign Identity System, Experiential Design, Packaging Design, Branded Merchandise, UI/UX Design, Presentation Design, Illustration
Accolades:
AAF NSAC *National Runner-Up
AAF District 3 *Winner
Accolades:
AAF NSAC *National Runner-Up
AAF District 3 *Winner
Freedom Mortgage
Brand Identity, Print & Digital Marketing, Out of Home Campaigns
Out-of-Home Marketing Campaign for MBA Conference in Philadelphia.
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Email Designs
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Sub-branding Logo Concepts
Sub-branding Logo Concepts
Digital Banner Ads
Ava | Advising Virtual Assistant
Ava is an AI decision assistant that leverages a user's digital archive to provide personalized advice and help them make informed decisions. By filtering and sourcing relevant data from pictures, texts, emails, notes, videos, transaction history, and social media, Ava facilitates conversation and offers guidance. Context, recency, and significance of data points are also considered.
Ava's goal is to support decision-making by aggregating mediated data and empowering users, rather than replacing their agency. This allows the user to gain a holistic perspective on their choices, while offering an experience similar to discussing a decision with a trusted friend. The visual language developed is approachable and warm, with dynamic forms and data point particles representing the continuous analysis and synthesis of information.
Concept, Brand Identity, UI/UX Design
Extended Edition Exhibition
Developed branding for the 2023 GDVX MFA Thesis Exhibition, “Extended Edition” with the goal of creating a unified brand system for print, digital, and experiential design. We established a visual language that was informed by the industrial venue for cohesion across the brand identity.
The exhibition materials reflected the visual motifs of extended elements and industrial setting. The exhibition celebrated diverse perspectives, innovative approaches, and a range of research topics that extend the definition of graphic design. To effectively unify the varied work, we focused on creating experiential design that harmonized the different pieces.
Exhibition Naming, Brand Identity, Experiential Design, Creative Direction, Publication Design
