Creative Marketing Briefs
Creative strategy is where research meets imagination. These projects showcase how I’ve combined audience insights, brand values, and bold ideas to build campaigns that connect. Whether I’m developing a social media plan, designing visuals, or writing ad copy, I aim to create meaningful and memorable brand experiences. Below are two campaigns that demonstrate my strategic thinking, design sensibility, and passion for storytelling.
Client Strategy -
Scarlet Letter Beverage Co.
As part of my Creative Strategy course at the University of Arkansas, I developed a full campaign strategy for Scarlet Letter Beverage Co., a bold, locally rooted hard seltzer brand. My objective was to reposition Scarlet Letter to better connect with health-conscious young women aged 21–35, who value indulgence without guilt, outdoor adventure, and stylish social moments.The project includes a detailed strategy book, custom-designed vector logos, lifestyle-targeted ad mockups, and a print-ready magazine ad. Drawing inspiration from Art Deco and Scarlet Letter’s Arkansas roots, I created a visual identity and campaign tactics to boost brand engagement, especially on digital platforms and at local events.
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Conducted in-depth research on brand, audience, and competitors.
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Developed a customer persona and brand tone strategy.
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Designed a full creative strategy statement and campaign objective.
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Created strategic ad concepts across multiple appeals (lifestyle, brand image, positioning, etc.).
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Designed a new vector logo and visual identity inspired by Art Deco.
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Produced a print-ready magazine ad, print-ready post card and social media posts.
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Wrote all copy and designed mockups in Adobe Illustrator, Photoshop, and Firefly AI.
Creative Marketing -
TikTok & Instagram
University Project | Fall 2023 | Role: Creative Strategist & Research Lead
This campaign analyzes and compares creative marketing strategies on TikTok and Instagram, with a focus on how brands like Chipotle, Duolingo, and e.l.f. Cosmetics have mastered platform-specific content to drive engagement. The report includes original strategy recommendations, platform breakdowns, brand case studies, and audience insights tailored for brands seeking to grow via social-first creative approaches.
Key Takeaways:
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TikTok excels with humor, authenticity, and creator collaboration.
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Campaigns succeed by leveraging trends, viral audio, and low-polish content.
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Instagram favors visually cohesive, aesthetically branded content with tools like Reels, Stories, and Instagram Shop to support direct conversions.
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Omnichannel strategies must adapt content tone, length, and visuals per platform to build audience trust and drive meaningful interaction.
Project Highlights:
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Strategic Comparison: Assessed platform-specific strengths, weaknesses, and formats. Helping brands understand when to prioritize TikTok’s fast-paced virality vs. Instagram’s curated visuals.
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Brand Case Studies: Researched how leading brands (e.l.f., Chipotle, Duolingo) successfully adapt their tone and creative content across both platforms.
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Custom Recommendations: Developed creative strategy guidelines for brands looking to build authentic and engaging campaigns across TikTok and Instagram.
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Content Development: Crafted specific tactics including branded hashtag challenges, UGC campaigns, micro-influencer collaborations, and tone-of-voice adjustments.
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Visual Design: Created vector assets and platform-specific mockups (see below) to support campaign themes and recommendations.