Branding
My branding work explores how thoughtful design can create a strong and cohesive identity across different industries and concepts. From product design and packaging to destination branding and social media strategy, I focus on creating visual systems that feel intentional, engaging, and true to the brand!
Concept
Kitchen Towel Collection
I designed three sets of two kitchen towels, each with a coordinated floral concept. Inspired by my love of lavender, I focused on soft, calming elements and a cohesive visual identity across the collection.
Mockups
I brought each towel design to life through mockups created using Adobe Firefly and Adobe Illustrator, allowing me to visualize how the patterns and designs would translate to a finished product.
Creating a Style Guide
As part of my “Brain Buffet” Adobe Illustrator Certification course, I created a brand style guide for a fictional national park. Working from a provided brief, I developed the park’s visual identity by selecting the color palette, typography, and design elements. The guide includes logo and wordmark design options, color and type specifications, and logo “no-go’s.”
Instagram Marketing
I contributed to TopShelf Transportation's social media strategy through competitor research, audience research, content planning, visual direction, and Instagram analysis. I used my background in marketing, communications, and design to develop recommendations aimed at strengthening the brand's luxury positioning and social media presence.
Tools: Adobe Creative Suite, Instagram, Excel, research/analytics
TopShelf Transportation
After gaining a good understanding of the brand, I researched some local competitors, including Empire CLS and Blacklane, to identify what was working within the luxury transportation space and where opportunities for growth existed. I looked at elements such as bio structure, grid consistency, visual style, Reels, branding, and how each company presented its services and clientele.
Initial Research
Next, I evaluated TopShelf's existing Instagram presence to determine which elements were already effective and which could be improved. The existing logo, color scheme, and bio provided a strong foundation, while opportunities included refining the username, text framing, and bio layout.
Brand Analysis
Developing Goals
The strategy was designed to elevate TopShelf's luxury image, attract high-end clients, highlight its transportation services, and create a visual identity that felt clean, polished, and expensive.
Creating Mockups
These Instagram mockups showcase the proposed visual direction for TopShelf Transportation. The before concept is presented on the left, while the after concept is shown on the right, highlighting how the updated layout, typography, and visual styling create a cleaner and more elevated luxury aesthetic.
Understanding Target Audience
I researched the visual details of luxury transportation and used these insights to shape the content direction for adults ages 35–65, with a focus on the 35–55 range. The strategy emphasized polished imagery, Reels, and nostalgic music to encourage engagement.
Creating a QR Code
I went a step further to curate an Apple Music playlist for TopShelf Transportation to review and approve. After creating the QR code using a free online generator, I designed the surrounding layout in Adobe Illustrator to create a polished, branded presentation.
Posting Schedule
To turn the strategy into an executable plan, I developed a one-month posting schedule outlining how the recommended content could be consistently incorporated into TopShelf's Instagram presence.