As part of the NSAC 2023-2024 competition, our team at scratchpad JMU developed a campaign proposal for Tide titled "Dial it Down", designed to increase brand love, equity, and cold-water wash loads among 18-35-year-olds while reinforcing Tide's sustainability goals. I contributed through copywriting, graphic design, market research and synthesis, voice acting, and presenting. The integrated strategy included omnichannel ads, influencer partnerships, and real-life activations like laundromat chill zones and QR codes to shift perceptions around cold-water washing. We forecasted the campaign could generate over 1.2 billion impressions, enhancing brand awareness, and our proposal earned 3rd place in the District and 9th nationally.

creative direction, photography, graphic design, video, and modeling for JMU ASO's Taste of Africa 2024 "Afrofuturistik" culture show

selected works from my time as media chair @ JMU ASO 2021-2024

This project challenged me to create a truly wireless earbud design that embodies the Lexus brand identity while competing in a premium market dominated by Apple, Bose, and Sony. Collaboration with Yamaha, renowned for their audio expertise, was crucial in ensuring high-fidelity sound and for a positive brand image. Focus was placed on middle-to-upper class consumers, aged 28-45, valuing heritage, quality, and brand prestige. These individuals typically appreciate timeless design and meticulous craftsmanship. The iconic Lexus spindle grille served as a core inspiration, reflected in the earbud's diamond motif and touch-sensitive "L" logo. Procreate sketches explored form and function, followed by in-depth analysis of existing earbuds for fit and comfort. Rhino 3D software was then used to translate sketches into a 3D model, iteratively refined through multiple 3D prints and hand-finished with paint. The final product represents a fusion of Lexus luxury and Yamaha audio expertise, aiming to carve a niche in the premium wireless earbud market. Its design, focus on brand value, and premium sound quality cater to consumers seeking a statement piece that elevates their listening experience.

• Completed Thompson Hospitality's competitive Summer Internship Program, gaining hands-on experience in marketing and graphic design for the nation's largest minority-owned food and facilities management company.

• Collaborated with Regional Marketing Director and Creative Director to develop and execute marketing campaigns, including creating visually appealing graphics for dining hall, retail, and digital promotions.

• Utilized industry-standard software (Adobe InDesign, Illustrator, and Photoshop) to design illustrations, logos, and promotional materials that adhered to brand guidelines and effectively communicated key messages to target audiences.

• Demonstrated strong interpersonal and communication skills through cross-functional team collaborations and maintained confidentiality in handling sensitive business information.

• Presented a final project to CEO Warren Thompson, showcasing initiative, analytical skills, and the ability to synthesize internship experiences into actionable insights for company leadership.

• Gained valuable exposure to diverse aspects of the hospitality industry, including full dining services, quick-service restaurants, campus dining, and facilities management.

• Achieved and surpassed sales targets by providing exceptional customer service and selling phones and cellular plans to customers.

• Led the East Coast region in accessory sales for the month of July 2022, exceeding sales targets and contributing to the overall success of the team.

• Maintained a thorough understanding of mobile devices and technology, and effectively communicated technical concepts to customers.

• Assisted with inventory management and visual merchandising, ensuring that the store was well-stocked and visually appealing to customers.

• Provided support to the store team by maintaining cleanliness and organization in the store, contributing to a positive shopping experience for customers.

• Developed relationships with customers by providing personalized recommendations and addressing their specific needs and concerns.