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Strategy work across brand, culture, and product systems, spanning agency planning, retail concept development, and early-stage service design. Focused on turning category tensions, cultural signals, and business constraints into simple propositions for positioning, communication, and creative work.
Supported strategy and planning across brand projects, translating cultural signals into frameworks for positioning and messaging. Contributed to structuring strategic narratives and clarifying communication direction. Explored AI-assisted research workflows and knowledge organization, contributing to method development around meaning and decision-making.
Develop brand identity across physical and digital channels, ensuring a cohesive in-store and online experience for a design-led thrift and café concept. Design and refine the store environment, including layout, lighting, ambience, music, communication, and customer flow.
Conceive and execute advertising campaigns across social and local channels, targeting sellers, shoppers, and café visitors to drive footfall, bookings, and awareness. Align brand positioning with operational and customer experience decisions, so the physical space, seller offers, and customer journey work as one coherent concept.
Developing a booking widget and admin system for self-service thrift stores, with focus on low-friction UX that is fast to learn and modern in feel.
Prototype the embedded booking flow and admin views covering availability, packages, and store logic. Map operational constraints around payments, migration, and merchant tooling to inform product decisions.