MARCOM PROJECTS

*Some parts of information and presentations are unavailable according to brand's confidentiality.

As a role of a strategic planner, my teammates and I took part in diving deep into target's insight through both qualitative and quantitative research, defining the challenge we confronted along with a strategy to strengthen Sabina in target's point of views as the brief's objective was specified. Then, there came the process to set an equation, including brand offers, consumer insights and positions to outshine our competitors, to figure out a sweet spot or a big idea; the key message was generated respectively with the phasing framework and some execution ideas.

In the position of half-planner and half-creative hybrid, my responsibilities were collaborating with my teammates to analyze and divide Warrix's new target group into specific segments together with their pain points to figure out the solution from brand offers which translated into our big idea and key message; I contributed to some creative ideas for the first phase of the campaign, which was to build awareness and make memorable appearance in the public eye.

This was an internship's final project as a group at Mad Monster agency; seniors had given brief and objectives which were to penetrate LEO into a food market and own food-related content hub along with create buzz for their existing lifestyle market. As I was in charge of a creative and an art director, I conducted art reference research and inquired into some entertainment and lifestyle-related campaigns to help my teammates initiate campaign concept and plan a content framework. I also played a major role in creating the key visual and other materials such as OOH and the market mockups.

This is one of my ultimately favourite project as the client and the professor allowed students to pick USP of this air purifier, and segment new targets by ourselves. Then, we could creatively translate them into a big idea, a key message and an art concept aligned with the strategy part. Personally, I challenged myself to deep dive a different benefits that customers can receive beyond as usual air purifiers which is "innovative skin protection"; thus, I came up with an idea of using a minimal style combining electronics with fashion and the art of white color as innovative nature should not be limited to green or blue color. This stands for purification, simple but modern perfection and sharp aesthetics to deliver a remarkable campaign, BLANC Nature in White.   
Full presentation: https://drive.google.com/file/d/1h5KAGoMQI1UfyZHPdRkVyNio7FT3Rc1L/view?usp=sharing

This one, basically, was a design project according to a teacher's brief which was to choose one brand and its products which can be more value-added after COVID-19 situation. My first pick is LUSH and cheeful-meaning products as a lot of people at that time might need some skincare treatments to get ready to be sociable in new normal life. The concept I developed in this project was colorizing monochrome photos and turning them into the colorful version in order to match the situation that we could transcend difficulties with a mood of despair and eventually meet the blissful moment with a hope of living.
Full presentation: https://drive.google.com/file/d/1pe8aa7B_FyRS1HHfwwfKKhGpW4BFbZyq/view?usp=drive_link 

These are some samples of research and analysis of brand/business overviews and competitive reviews, mostly focusing on communication campaign, during the period of intership at Rabbit's Tale. I actually earn a lot of different business perspectives, and discover uncharted and interesting information from the accounts that my team held. Hopefully, I can implement all of these sources to be beneficial in my future works.

Stepping into the world of UX/UI design, I, as a regular blood donor, attempted to work on a project regarding blood donation, which portrays some flaws in the booking and registration process as well as other needed information that is sometimes cluttered on various platforms. After conducting some research through surveys and in-depth interviews, I came up with the big idea of a one-stop service app that can facilitate blood donors to access an information hub, track their records, schedule their queues, call for emergencies, and include sharing option to encourage their friends to donate blood regularly.

You can try a Prototype here :)
Full presentation: https://drive.google.com/file/d/1RUM8YHVxzelkCwuyBykkBDtvrBu78ibs/view