Roots & reads
As part of my Social Media Marketing Internship, I collaborated with fellow interns to explore how far AI could take us in building a hypothetical business from the ground up. Together, we developed Roots & Reads—a sustainable, plant-filled coffee shop concept based in Upstate South Carolina. The brand blended cozy café culture with a love for literature and botany, focusing on eco-conscious practices, community engagement, and a retro-inspired visual identity. We used AI tools for market research, branding, logo ideation, and social content mockups, gaining hands-on experience in how emerging technologies can fuel creative strategy and marketing innovation.
Asado Aqui X Leo Messi
In my International Marketing course, I took the lead on brand development and visual conception for Asado Aquí—an Argentinian fast-food brand inspired by culture, community, and the energy of fútbol. Backed by Leo Messi as our fictional sponsor, we created a full menu of authentic street food, self-ordering kiosks, outdoor billboards, and a guerrilla marketing tactic: a park bench designed to resemble a sizzling kebab grill. This project blended cultural insight, experiential marketing, and bold visual storytelling to introduce a globally appealing food concept rooted in local tradition.
B2 Global
As Head of Marketing for B2 Global, a woman-owned food brokerage business, I developed the company’s brand identity to reflect both strength and femininity in a traditionally male-dominated industry. I designed a bold logo and visual system centered around a hot pink, black, and white palette—striking a balance between confident professionalism and modern femininity. I also created coordinating business cards and an email signature to establish brand consistency across all client touchpoints. The result: a strong, standout identity that communicates credibility while celebrating the company’s woman-led roots.
SAM BURM Photo
To elevate the client journey for Sam Burm Photo, I designed branded pricing guides and session prep materials that streamline the booking process and add value beyond the photos themselves. These guides make decision-making easier by clearly outlining session options and showcasing compelling, fun, and celebratory senior portraits. The prep guide helps clients feel confident and ready, offering styling tips, location ideas, and session expectations. Every detail—from layout to typography—aligns with the Sam Burm Photo brand, reinforcing a seamless, thoughtful, and personalized experience from inquiry to delivery.
Allbirds X AS ROMA
In my Marketing Strategy course, my team and I developed a market entry campaign for Allbirds, introducing the sustainable footwear brand to Italy through a partnership with AS Roma. To align with Italy’s walking-centric culture and deep passion for fútbol, we expanded Allbirds’ product line with a sustainable soccer cleat—designed for performance, crafted with purpose.
We launched “Where Performance Meets Purpose”, a campaign centered on environmental impact and athletic excellence. Key activations included branded signage throughout the stadium, custom AS Roma jerseys featuring the Allbirds logo, and stadium water bottles with messaging that each recycled bottle would be used to create cleat laces. A branded pop-up shop near the stadium and a UGC-driven social media campaign invited fans to share their personal “purpose”—whether athletic, environmental, or everyday. The campaign blended local relevance, brand values, and social storytelling to powerfully position Allbirds in a new international market.
