PORTFOLIO
Welcome to my portfolio. Throughout my professional tenure, I have been involved in a variety of initiatives, which you can discover here. I am enthusiastic about the prospect of discussing each undertaking with you, as it presents a distinctive challenge and an opportunity for personal development.
AI Influencers vs Human Influencers
POSTGRADUATE DISSERTATION
For my MA dissertation, I studied how AI and human influencers compare on Instagram and TikTok for authenticity, trust, and credibility and how those impressions affect purchase and engagement intent. I used statistical testing to compare results from an original poll and a comparative content analysis of real influencer posts. AI and human influencers are rated similarly on trust and authenticity, yet audiences engage and purchase more from human influencers, a subtlety that affects how brands deploy AI talent. The project improved my research, analysis, and creative strategy.
The Getting Dressed Room
FASHION COMMUNICATION
I designed The Getting Dressed Room, an immersive fashion activation concept for Selfridges Corner Shop in London. As a private ritual area, the fitting room encourages guests to imagine, pick, test, reject, and alter different versions of themselves without buying. Fashion as emotional experience and identity play is explored in the 1,757 word creative portfolio and Campaign Justification essay, which draws from Prada and Victoria Beckham's Selfridges activations and academic theory. It's one of my fave projects for involving audiences in fashion communication.
Target Market Elevator Pitch
AUDIENCES, MARKETS AND ANALYTICS
I created a go to market plan for Tubi's UK launch where I used MOSAIC segmentation to select "Young Urban Renters" as the platform's most important target demographic. I called Tubi "the free streaming home for bold, diverse, unfiltered entertainment" and compared it to Pluto TV and Freevee. I advised a TikTok-inspired debut campaign backed by audience and market data. The project improved my ability to use real behavioural data to create a compelling market positioning, which I also use in brand development.
HABIBLING DUBAI
UNDERGRADUATE DISSERTATION
For my undergraduate major project, i developd a luxury candle line inspired by the Netflix series Dubai Bling. The project included a 19 page brand book from the logo to the advertising, a full PR kit that included a press release, brand bio, launch speech, pitch, and media list. And an 8,000 word executive summary that included a thorough literature study and project rationale, and It combined strategic planning with practical design work in Adobe Illustrator, Photoshop, and Canva to transform an idea from academic study into a brand concept fit for the market.
Brand Guidelines for Lumiére
BRAND MANAGEMENT
For a self directed project, I developed a full brand identity for Lumiére, a concept cosmetics brand, including logo, colour palette, typography, and tone of voice, all built around an elegant, refined positioning. I researched market trends and competitor brands to shape a clear point of difference. The project deepened my understanding of what makes visual and verbal branding consistent, and gave me a first real taste of building a beauty brand from the ground up.
Strategic Brand Campaign for Glossier
BRAND MANAGEMENT
I composed a comprehensive strategic brand campaign essay for Glossier, a distinguished cosmetics and skincare firm. The project necessitated an analysis of Glossier's brand positioning, market rivalry, and target demographic to formulate a thorough marketing plan. I concentrated on aligning the brand's distinctive character with its target audience, suggesting strategies to enhance its visibility and foster interaction across digital channels. This assignment enabled me to employ strategic thinking while enhancing my comprehension of constructing a strong brand inside the competitive beauty sector.
Bana Studios
PROMOTIONAL VIDEO PRODUCTION
I served as Art Director on a promotional video for Bana Studios, a jewellery and eyewear brand. The brief was a one minute film capturing the brand's identity and showcasing its products. I led the visual direction, working with the team to ensure every shot and design element stayed true to the brand, sharpening my visual storytelling skills and giving me practical experience directing a creative team.
"STRATEGIC THINKING, CREATIVE EXECUTION"
By merging strategic thinking with imaginative creativity, I strive to develop solutions that captivate and yield results. Each experience has helped me enhance this method, guaranteeing that every concept I implement is meaningful and influential. Whether it's a branding initiative or a marketing plan, my objective is to produce work that creates an impact and leaves a memorable mark.