My Academic Work

A selection of my academic work at Northwestern, including brand strategy presentations for luxury brands and strategic communication projects.

Baccarat

In this individual project, I explored Baccarat’s legacy as a French luxury crystal brand, celebrated for its exceptional craftsmanship and contemporary artistry. I identified opportunities to elevate consumer engagement through innovative digital storytelling, strategic partnerships, and sustainability-focused initiatives. My presentation offered insights into positioning Baccarat as a forward-thinking icon of opulent design while preserving its heritage within the ultra-luxury crystal market.

Ruinart

In this group project, my classmates and I collaborated to examine Ruinart’s legacy as the world’s oldest established champagne house, celebrated for its exceptional craftsmanship, heritage, and modern innovation. I was particularly excited to work on this brand because of my personal passion for wine and spirits, reinforced by my WSET Level 1 certification. Together, we explored opportunities to enhance consumer engagement through strategic collaborations, sustainable initiatives, and immersive storytelling. Our collective efforts resulted in a presentation that provided insights into positioning Ruinart as a leader in the ultra-premium champagne market, blending its timeless elegance with contemporary relevance to appeal to discerning global audiences.

Whoop

For this project, we were tasked with designing a survey for a brand of our choice, focusing on gathering meaningful consumer insights. As a longtime user and advocate of the fitness wearable Whoop, I saw an opportunity to explore its market positioning and user engagement further. My team and I chose Whoop as our brand, crafting a survey designed to assess customer perceptions, usage patterns, and potential areas for growth. This project allowed us to apply research methodologies in a real-world context, ensuring that our survey design aligned with industry best practices.

Glossier

This assignment challenged us to analyze a brand that effectively leverages user-generated content (UGC) and break down the strategies behind its success. My teammates and I immediately chose Glossier, a brand renowned for its seamless integration of UGC into its marketing efforts. From community-driven product promotion to authentic customer testimonials, we examined how Glossier transforms everyday users into brand advocates, reinforcing its identity through organic engagement.

TechVibe Innovations

For our big group project, we were assigned a fictional company and tasked with producing a podcast episode that aligned with its brand identity. Our team worked with TechVibe Innovations, a company specializing in cutting-edge AI solutions. The episode we created featured an interview with AI experts from our company, where we explored the latest advancements, ethical considerations, and real-world applications of artificial intelligence. In addition to creating the podcast, we developed a strategic promotional plan outlining key distribution channels, audience engagement strategies, and marketing tactics to maximize its impact.