BRAND MANAGEMENT
Luxury Travel and Hospitality
MFA specialization in luxury brand management with a focused interest in luxury hospitality, which included the development of a strategic market expansion plan for Bvlgari Hotels & Resorts in Thailand, growth strategies for a Relais & Châteaux property in South Africa, and a digital travel magazine concept—with focus on brand positioning, guest experience design, and luxury tourism innovation.
BVLGARI HOTELS & RESORTS
MFA PORTFOLIO
EXPANSION STRATEGY
Luxury Hospitality
Development of a geographical expansion proposal for Bvlgari Hotels and Resorts, a leading luxury hospitality brand. Our aim was to explore the fundamentals of the Bvlgari brand’s current positioning in hospitality, identify potential expansion markets and a prime location in the selected destination, and understand the target consumers lifestyle and travel behaviors, enabling the team to craft a suitable value proposition that retained the Bvlgari brand identity while exploring opportunities for weaving in the local culture. This exploration enabled the development of a viable expansion strategy that would work to strengthen Bvlgari Hotels & Resorts stronghold in a critical region.
Role: led the situational analysis, expansion strategy development, consumer lifestyle analysis (luxury tourist segmentation), value proposition (product and pricing), marketing mix, and creation of concept renders.
RELAIS & CHATEAUX
MFA PORTFOLIO
BUSINESS STRATEGY
Luxury Hospitality
Development of an innovative strategic initiative in luxury tourism to stimulate growth for the award-winning Delaire Graff Estate winery in Stellenbosch, South Africa. With a focus on wine tourism, concepts for experiential wine offerings were developed, including oenology and vinotherapy spa offerings, in order to enhance the Estate's proposition, elevate appeal with local and global wine tourists and attract more wine tourists to the region.
Role: led the market and trend research, competitor analysis, concept development (innovation), strategy development, and visual design.
NOMAD
MFA PORTFOLIO
BRAND STRATEGY
Luxury Fragrance
Development of a small-batch artisanal luxury fragrance brand, nomad, featuring a collection crafted with unique African botanicals, Made in Africa.
Role: led the brand creation, market and industry research, consumer segmentation, product development (fragrance formulation and packaging prototypes), collection development and assortment mix, pricing strategy, sales forecast and revenue projections, distribution plan, and marketing strategy.
MEHLORA
MFA PORTFOLIO
BRAND STRATEGY
Luxury Fragrance
Development of a brand-building strategy for a new Indian brand, Mehlora. The product idea and strategy were designed for a conceptual Indian fragrance brand.
It is the legacy of an enduring love and the celebration of the ultimate promise. A testament to the richness of tradition entrenched in our culture over decades, and built on the cornerstone of fine artisanal Mughal heritage. Where delicate florals, rich oils, and herbs are intricately woven to create captivating notes, and entombed in finely crafted signature bottles.
A pure preservation of love and tradition.
Our vision was to provide consumers with indulgent products that evoke a sense of enchantment, celebrate their unique tales, and honor the essence of rituals of love.
The brand, Mehlora, was inspired by the devotion between Mumtaz Mahal (Arjunand Banu) and her husband, the emperor Shah Jahan, and his compelling commitment that led to the creation of the Taj Mahal as an act of love. The emperor entombed his wife in the mausoleum after her death, and this symbolized the preservation of their everlasting bond, a sentiment that is timeless and still relevant today.
Role: led development of brand purpose and mission, brand strategy, unique selling proposition, and target consumer segmentation.
CHANEL
MFA PORTFOLIO
BUSINESS STRATEGY
Luxury Fashion
Marketing art and design ventures: ideation of an innovative business growth initiative and comprehensive marketing strategy for Chanel, informed by market research and consumer insights. Using a blue ocean strategy, a big idea was conceptualized to enable Chanel to reach a new generation of luxury shoppers, Millennials and Gen Z, effectively creating new ways to court and engage younger future consumers.
The big idea focused on driving awareness around Chanel's Cruise / Resort 2021-2022 collection by introducing an interactive museum experience that would establish moments for brand interaction and storytelling, heightening desirability for Chanel with a younger consumer.
The Musée Atelier Chanel, a highly curated and immersive space, was designed to encourage exploration of the brand's rich heritage and timeless archived collections while also delivering unique and inclusive brand experiences that bring to life the Cruise / Resort 2022 Collection.
Role: creative direction, market research, target audience segmentation (including persona development and customer journey), brand positioning, strategy, and concept development.
BURBERRY
MFA PORTFOLIO
IMC STRATEGY
Luxury Fashion
Fashion promotion: developed an impactful IMC strategy and promotional plan for Burberry in Japan, to help build stronger connections and brand associations with young, digitally-savvy, luxury Japanese consumers. Through gamification, the Trench Experience campaign was designed to link together online and offline worlds and reward young Japanese consumers for engaging with the brand.
Role: led concept brief development, target consumer analysis, creative idea development, IMC strategy and marketing mix, budget formulation, and campaign asset creation.
Illustrations: Siying Chen, SCAD
Disclaimer: background Burberry imagery and 3D deer character used are found footage.
SCADpro
Industry Collaboration
Demonstrated ability to deliver creative business solutions through research, innovation, design thinking, product development, strategy, and asset creation through multi-disciplinary collaboration and brand partnerships.
What is SCADpro?
SCADpro is a collaborative innovation studio at the Savannah College of Art & Design, enabling students to partner with brands in the industry to solve commercial challenges through creative project solutions.
SCADpro x Capital One
SCADpro x Capital One partnership to research and develop concepts for a campaign targeting new consumers through innovative and creative solutions.
Role: Brand Partnerships Lead
SCADpro Alliance
The Fan Experience: through multi-disciplinary collaboration, developed a product and service solution to enhance experiences for music fans. Solution: Front Row “unbox the encore”.
Role: Project and Resource Manager