Freelance| June 2019 - Present
Summary: As an ongoing client, I work closely with Web Sensing, a cyber security hardware company, to develop their brand and marketing. The focus of the work has been on web development and product one-sheets. In 2020, I researched and wrote an in-depth market report, the data from which informed marketing strategy going forward.
Skills & Tools: Brand Strategy / Branding, Web Design, Graphic Design, Research, Data Driven Design, Search Engine Optimisation (SEO), Adobe InDesign, Adobe Photoshop, Adobe Illustrator, Wix
Freelance| February 2021
Summary: Worked with Amanda to develop her personal brand and designed an accompanying website. The website showcases her portfolio of work as an art curator and social media consultant.
Skills & Tools: Brand Strategy / Branding, Web Design, Graphic Design, Adobe Illustrator, Wix
University of St Andrews | May 2020 - August 2020
Summary: This research paper examined the choice architecture of online grocery stores in the United Kingdom which may promote or restrict purchases of ethically certified products in order to minimize the gap between ethical attitudes and ethical consumption behaviour. This research suggests that manipulating the choice architecture of online grocery stores may close the attitude- behaviour gap by facilitating ethical purchase behaviour from consumers with existing ethical attitudes. In examining seven online grocery stores in the United Kingdom, the research found that the majority of choice architecture does not align with the principles of nudging to promote the purchase of ethically certified goods. As such, recommendations are made to improve the choice architecture in order to encourage ethical consumption behaviour, minimizing the attitude- behaviour gap.
Skills & Tools: Academic Writing, Quantitative Research, Qualitative Research, Data Analysis, Strategy
Company Analysis: Oatly
University of St Andrews | May 2020
Summary: This four part project required groups of students to 1) provide background on the company, 2) identify the company’s IB and marketing strategy, 3) Identify the company’s flaws, issues and pitfalls, 4) present solutions/ recommendations. My group analysed Oatly, the Swedish oat product manufacturer, finding their mission to be incompatible with their current business plan. I was responsible for the company background and half of the marketing slides, as well as the presentation design.
Skills & Tools: Strategy, Research, Business Models, Analysis, Presentation Design
Consumer Behaviour & Marketing Research Project
University of St Andrews | November 2019
Summary: This project, given to students by strategy firm Fjord, required students to conduct varied types of research and present in a compelling narrative (using personas, journey maps, and empathy maps) resulting in actionable recommendations. The goal of my project was to understand how students interact with different spaces for studying, taking into consideration the differences between individual and group work.
Skills & Tools: Design Research, Quantitative Research, Qualitative Research, Design Thinking, Public Speaking, Adobe Illustrator, Strategy, Journey Mapping, Personas, Empathy Mapping, Data Analysis
Change Finance (Senior Capstone)
Parsons, The New School for Design | September 2018 - May 2019
Summary: Change aims to set young women on a path to independence by improving financial literacy, during the transition from living with parents to university and beyond. Change is a platform built on the idea of easily accessible, digestible information—educating our audience through sourcing relevant content, useful tools and the power of female community. Change taps into the dialogue of female empowerment, breaking through the stigma, to overcome the male dominated field of finance. In creating Change, I was challenged to overcome that dynamic around women and money. Additionally, in my early testing, I was made aware issues around credibility and inclusivity, struggling--as one individual--with how to make a platform relevant to all young women. I modeled Change after my personal experiences, under the principle that the content must be authentic to me in order for it to be trustworthy and useful for others.
Skills & Tools: Research, Brand Development, Web Design, Copy Writing, Social Media, Communication Design, Public Speaking, Market Research, Adobe Illustrator, Adobe InDesign, Adobe Photoshop, Wix, Facebook API
Parsons, The New School for Design | November 2017
Summary: Leveraging Barnes & Noble’s brick & mortar stores to become an experiential retailer, creating a
literary community centered around their existing brand. We proposed to introduce authentic coffee houses and workshop opportunities in selection of Barnes & Noble stores--called “B&N Village” as the company was founded in Greenwich Village in 1965-- while also implementing cutting edge, image and geo activated AR technology across all locations, to create an experience centric environment for customers.
Skills & Tools: Design Thinking, Entrepreneurship, Strategy, Research