Projects
Take a minute to explore a collection of strategic, creative, and results-driven campaigns that showcase expertise in advertising, marketing, public relations, and communications.
Featuring innovative storytelling, brand positioning, audience engagement, logistics planning, and integrated communication strategies, these projects highlight a commitment to delivering impactful and measurable results!
Graduate School
Graduate Capstone Research Project: Kohl’s Rebranding Strategy
Graduate School
Situation: As the culminating project of my graduate program, I conducted an in-depth capstone research project focused on the rebranding of Kohl’s within the competitive retail landscape.
Task: My goal was to evaluate consumer perceptions of Kohl’s, identify key branding challenges, and develop research-driven recommendations to support a modernized brand repositioning.
Action: I conducted both scholarly and real-world research, including secondary research, competitive analysis, and primary survey research, to assess Kohl’s brand equity and positioning. Using Keller’s Customer-Based Brand Equity (CBBE) model and strategic communication frameworks, I analyzed consumer attitudes, brand associations, digital presence, and CSR messaging. Based on these findings, I developed actionable recommendations to simplify brand messaging, strengthen digital engagement, clarify Kohl’s value proposition, and support a more cohesive and contemporary brand identity.
Result: This project was awarded First Place for Best Graduate Capstone Project among Fall 2025 Master’s students in Advertising and Public Relations. It demonstrated advanced research, analytical, and strategic thinking skills, highlighting my ability to translate data and theory into evidence-based branding solutions for a large-scale retailer.
Case Study Presentation: Hims and Hers Weight Loss Commerical Super Bowl 2025
Graduate School
Situation: For a graduate-level assignment, I analyzed Hims & Hers’ controversial Super Bowl commercial, which attempted to raise awareness about the U.S. healthcare system's failures around weight loss but was criticized for contradictory messaging and lack of transparency.
Task: My task was to critically evaluate the campaign using crisis communication and advocacy theories to identify what went wrong and suggest improvements.
Action: I presented a detailed case study that applied Corporate Social Advocacy (CSA), PR Activism, and Organizational Listening theories to explain how the campaign mixed advocacy and profit, failed to listen to stakeholders, and missed the opportunity to lead with authenticity. I also recommended actionable steps to clarify brand messaging, increase transparency, and engage audiences more effectively.
Result: The project was well-received and demonstrated my ability to apply theoretical frameworks to real-world campaigns, offering constructive recommendations for brands navigating social issues.
Case Study Presentation: Ethics in the Workplace
Graduate School
Situation: In my graduate program, my team worked on a project focused on moral and ethical decision-making in the workplace, applying theoretical knowledge to real-world dilemmas.
Task: Our goal was to analyze ethical models, such as outcome-based reasoning, rule-based ethics, and virtue ethics, to evaluate decisions and their impact on stakeholders like employees, management, and the broader community.
Action: We applied these ethical models to real-world situations, proposing actionable strategies grounded in ethical integrity to ensure organizational success.
Result: This experience enhanced my understanding of ethical leadership, the importance of creating an inclusive and transparent workplace, and my ability to collaborate, think critically, and communicate findings effectively.
IKEA Innovation Strategy Analysis
Graduate School
Situation: For the Open Innovation Management course in the Broad College of Business at Michigan State University, I worked with two classmates on a strategic analysis of IKEA’s innovation approach.
Task: Our goal was to assess IKEA’s innovation type, evaluate how it sustains growth and relevance, and identify opportunities for future innovation.
Action: We analyzed IKEA’s innovation strategy and determined it is driven primarily by incremental innovation, supported by continuous product optimization, cost efficiency, sustainability initiatives, and digital shopping improvements. We also examined key challenges and controversies, including supply chain pressures, sustainability expectations, and adapting to changing consumer behaviors, and developed future-focused innovation ideas to address these challenges.
Result:The project demonstrated the ability to evaluate innovation strategies, identify operational and brand challenges, and propose practical, forward-looking solutions for a global retailer.
LEGO Innovation Strategy Analysis
Graduate School
Situation: For the Open Innovation Management course in the Broad College of Business at Michigan State University, I worked with two classmates on a strategic analysis of LEGO’s innovation approach.
Task: Our goal was to assess LEGO’s innovation type, examine how it has sustained long-term brand relevance, and identify opportunities for future innovation.
Action: We analyzed LEGO’s innovation strategy and determined it is driven primarily by incremental innovation, supported by continuous product evolution, digital integration, licensing partnerships, and community-driven design. We also evaluated key challenges and controversies, including market saturation, digital competition, and balancing tradition with innovation, and developed future-focused innovation ideas to address these challenges.
Result: The project demonstrated the ability to evaluate innovation strategies, identify brand challenges, and propose practical, forward-looking solutions for a global, heritage brand.
Netflix Innovation Strategy Analysis
Graduate School
Situation: For my Open Innovation Management course in the Broad College of Business at Michigan State University, I worked with two classmates on a strategic analysis of Netflix’s innovation approach.
Task: Our goal was to assess Netflix’s innovation type, evaluate its evolution, and identify future innovation opportunities.
Action: We analyzed Netflix’s history and determined its growth is driven primarily by incremental innovation through continuous improvements in technology, content strategy, personalization, and user experience. We also examined key challenges and controversies, including market saturation, subscriber growth, pricing, and content decisions, and developed future-focused innovation ideas to address these issues.
Result: The project demonstrated the ability to assess innovation strategies, identify challenges, and propose practical, forward-looking solutions for a global brand.
Strategic Campaign Presentation: Driving Solar Adoption for Absolute Solar
Graduate School
Situation: As part of my graduate program, my team developed a strategic plan to encourage Lansing homeowners to purchase solar panels from Absolute Solar.
Task: Our goal was to create a campaign that would persuade homeowners to invest in solar panels and drive meaningful action.
Action: We conducted a thorough analysis of the audience, designed a compelling message, and outlined tactical steps for campaign execution.
Result: This project provided valuable insights into crafting targeted campaigns, emphasizing the importance of audience analysis, message design, and tactical execution.
Pitch: Care Collective Pitch to Foundations
Graduate School
Situation: For a graduate project, we created a funding pitch to foundations on behalf of the Care Collective, a Kalamazoo nonprofit addressing period poverty in schools.
Task: Develop a persuasive, data-driven pitch to help secure $15,000 in grant funding for menstrual products for students in need.
Action: We conducted extensive research on the local school district, community needs, and the broader issue of period poverty, compiling compelling statistics and personal narratives. We developed a clear and empathetic presentation with a defined budget, measurable outcomes, and an emphasis on equity, education, and sustainable support, aligning with the foundation's values of social good and measurable impact.
Result: The pitch was praised for its clarity and impact. The Care Collective planned to use it to support future grant applications and strengthen their fundraising efforts.
Critical Discussion Presentation: Unpacking Transparency in Social Media Advertising
Graduate School
Situation: In my graduate program, my team worked on a presentation addressing the controversy surrounding transparency in social media advertising. We focused on native ads, sponsored content, and user-generated posts, highlighting how platforms often fail to clearly label ads, leading to confusion.
Task: Our goal was to explore the issue of advertising transparency and the impact of unclear ad labeling on users.
Action: We researched how platforms blend ads with content to increase user engagement, making it difficult for users to distinguish between content and ads. We then emphasized the importance of transparency and the need for users to recognize what they are engaging with on social media.
Result: This project taught me how to navigate challenging conversations about the blurred lines between content and ads and how to advocate for the necessary steps toward greater transparency.
Critical Discussion Presentation: Navigating Progressive Conversations on Social Media Privacy and Security
Graduate School
Situation: As part of my graduate program, my team worked on a presentation addressing social media privacy and security, focusing on TikTok. We researched the push to ban the platform and its response, highlighting the importance of privacy discussions.
Task: Our goal was to explore the challenges Congress faces in regulating social media privacy and suggest ways to improve current practices.
Action: We researched potential improvements, such as creating a nationwide policy, conducting app audits, storing U.S. data domestically, providing cybersecurity training for lawmakers, and partnering with tech companies.
Result: This project taught me how to approach difficult conversations, use research to explain complex issues, and address concerns professionally to drive change.
Critical Discussion Presentation: Rhode Skin Brand Equity Analysis
Graduate School
Situation: As part of my graduate program, I independently researched the Rhode Skin brand to examine its identity, positioning, and overall brand equity within the beauty industry.
Task: My goal was to apply Keller’s Customer-Based Brand Equity (CBBE) model to analyze Rhode’s brand foundation, interpret what each brand element represents, and assess how the model can support the brand’s future growth.
Action: I conducted in-depth research on Rhode’s background, brand story, and market presence, mapping key brand elements to the CBBE framework, including salience, performance, imagery, judgments, feelings, and resonance. Through this analysis, I identified strategic opportunities to strengthen differentiation, emotional connection, and long-term brand loyalty.
Result:This project demonstrated my ability to conduct independent brand research, apply strategic branding models, and develop forward-looking recommendations to enhance brand equity.
Scholar Research Presentation: Integrating CSR and DEI for Enhanced Impact
Graduate School
Situation: As part of my graduate program, I collaborated with a fellow researcher to develop a strategic plan for a new theory in the Advertising and Public Relations scholarly field.
Task: Our goal was to create a theory that integrates Corporate Social Responsibility (CSR) and Diversity, Equity, and Inclusion (DEI) to advance the ADPR field.
Action: We developed the strategic plan, focusing on the intersection of CSR and DEI, and explored the intricacies of scholarly research to strengthen the foundation of our theory.
Result: This project enhanced my understanding of ADPR concepts and the importance of innovative theory development to push the boundaries of the field.
Scholar Research Presentation: Exploring CSR Communication in Academic Literature
Graduate School
Situation: In my graduate program, I conducted an in-depth analysis of "Maximizing Business Returns to Corporate Social Responsibility (CSR): The Role of CSR Communication" by Shuili Du, C.B. Bhattacharya, and Sankar Sen.
Task: My goal was to analyze the authors' perspectives on CSR communication and create a presentation for my classmates to share these insights in the context of advertising and public relations.
Action: I took detailed notes, strategically read the text, and focused on the CSR communication framework, emphasizing its importance beyond merely executing CSR efforts. I examined key theories, research, and statistics, and synthesized them into a comprehensive presentation.
Result: This experience improved my ability to strategically read and analyze scholarly works, applying insights to advance my growth in the ADPR field.
Scholar Research Presentation: Mindful Immersion and Brand Salience
Graduate School
Situation: As part of my graduate program, I collaborated with a fellow classmate to analyze and present the scholarly article “Mindful Immersion: Curating Awe-Inducing Experiences to Increase Brand Salience” by Amy Erman.
Task: Our goal was to examine the article’s research findings and theoretical contributions and understand how its insights apply to real-world branding and strategic communication.
Action: We studied the article’s empirical findings and theoretical framework, focusing on how awe-inducing and immersive experiences influence brand salience. We then connected these insights to practical brand strategies, discussing how organizations can leverage mindful immersion to enhance engagement, attention, and memorability.
Result: This project strengthened my ability to interpret scholarly research, collaborate on academic analysis, and translate theory into meaningful, real-world applications within advertising and public relations.
Scholar Research Presentation: Less Congruent Products and Brand Engagement
Graduate School
Situation: As part of my graduate program, I collaborated with a fellow classmate to analyze and present the scholarly article “How Less Congruent New Products Drive Brand Engagement: The Role of Curiosity” by Gerrath, Maximilian H.E.E. and Biraglia, Alessandro.
Task: Our goal was to examine the article’s research findings and theoretical contributions and understand how product incongruence and curiosity influence brand engagement.
Action: We analyzed the study’s theoretical framework and empirical findings, focusing on how less congruent product launches stimulate curiosity and increase consumer engagement. We then connected these insights to real-world branding and marketing strategies, discussing how brands can strategically leverage incongruence to capture attention and deepen engagement without harming brand fit.
Result: This project strengthened my ability to critically evaluate scholarly research, collaborate on academic analysis, and apply theoretical insights to practical advertising and public relations contexts.
Undergraduate School
PR Campaign Presentation: Addressing Funding Challenges and Raising Awareness for Helping Women Period
Undergraduate School
Situation: In a group project for Helping Women Period, a real client brought into our class by our professor, we were tasked with developing a PR campaign to generate events and funding for the organization.
Task: Our goal was to understand the organization's challenges and create a comprehensive strategy to address them.
Action: We conducted primary and secondary research, including an online survey across MSU’s campus, to identify the organization's challenges. Using the insights, we set campaign goals and objectives, created detailed strategies and tactics, and supported them with visual examples. We also developed a budget analysis, a campaign timeline, and a post-campaign evaluation plan.
Result: Our client praised our work as the best in the class, stating it had the potential to be pitched by a professional PR agency rather than an undergraduate team.
PR Campaign Presentation: Spreading Positive Awareness for MSU Esports
Undergraduate School
Situation: As part of a group project for MSU Esports, a real client brought into our class by our professor, we were tasked with developing a PR campaign to spread positive awareness and change the perception of the Esports program.
Task: Our goal was to identify the challenges and key publics of the Esports program and create a campaign to improve its image.
Action: We conducted primary and secondary research, including an online survey of MSU students and interviews with the PR director of the Esports Club. Using the insights, we set campaign goals and objectives, developed detailed strategies and tactics, and supported them with visual examples. We also created a budget analysis, campaign timeline, and post-campaign evaluation plan.
Result: Our client was impressed with our work, calling it the best in the class. They also mentioned that if we were a professional PR agency, they would consider working with us.
PR Campaign Presentation: Securing $1 Million for Michigan Non-Profit Association Members During the Giving Season
Situation: For my undergraduate program, my team worked on a PR campaign to help the Michigan Non-Profit Association secure $1 million for its members during the giving season.
Task: Our goal was to identify challenges hindering the organization’s fundraising efforts and create strategies to help them achieve their financial target.
Action: We conducted in-depth secondary research to analyze the challenges, which led to an "aha" moment where we identified the key issues affecting fundraising. Based on this, we developed targeted strategies and detailed tactics, supported by real-time examples. We also created a comprehensive budget and evaluation plan to measure progress.
Result: This project refined my strategic thinking, research skills, and ability to design actionable plans that generate measurable outcomes.
Undergraduate School
PR Campaign Presentation: Elevating Tork Napkins' Brand Awareness
Undergraduate School
Situation: As part of my undergraduate program, my team developed a strategic PR campaign for Tork napkins, aiming to increase brand awareness of their products, including napkins and dispensers.
Task: Our goal was to build Tork's social media presence on LinkedIn, Twitter, and Instagram while ensuring we could evaluate the campaign’s success and demonstrate the positive use of Tork products.
Action: We conducted a social media analysis, defined target audiences, examined competitors, and set clear campaign goals. We developed a budget, strategies, and tactics, and provided real-time examples of social media posts to support our approach. We also outlined a method for evaluating the campaign's performance.
Result: Our professor praised our team’s work and dedication, noting that our campaign had real potential for the Tork company.
Inclusive PR Campaign: Promoting DEI for Learning Disabilities in Elementary Education
Undergraduate School
Situation: In a group project, we developed an ethical PR campaign to raise awareness about the needs of cognitively disabled elementary students and promote inclusion in schools nationwide.
Task: Our mission was to raise awareness of these students' specific needs and advocate for greater inclusion in schools across the country.
Action: Through secondary research, we analyzed existing support tactics and created a new system to better serve these students. We set clear objectives, identified a target audience, and developed a detailed budget for the campaign.
Result: This project taught me how to navigate difficult conversations, develop a strategic plan to support those in need, and present solutions in a way that inspires change.
Campaign Analysis Presentation: Evaluating M&M’s 2022 Inclusivity Campaign and Recommendations for Crisis Management
Situation: As part of my undergraduate program, my team analyzed M&M's 2022 campaign, where the brand changed its candy characters to be more "inclusive." The campaign faced backlash, with the public criticizing the rebranding of such a beloved brand.
Task: Our goal was to evaluate what went wrong with the campaign and understand why the public reacted negatively.
Action: We analyzed the campaign’s execution, messaging, and public response. We then created a strategic presentation with recommendations for M&M's to address the PR crisis, including actionable steps and visual examples to help regain consumer trust.
Result: Our professor praised our thorough analysis and acknowledged the potential impact of our proposed solutions on M&M's future PR strategies.
Undergraduate School
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Brochure Project: Professional Wedding Planner Business Brochure
Undergraduate School
Situation: For a class project, I designed a business brochure for a hypothetical professional wedding planner using Canva.
Task: My goal was to create a visually appealing and informative brochure that effectively showcased the wedding planner's services.
Action: I developed a cohesive and polished theme, incorporating various photo options to highlight the photographer’s style, clear instructions for booking services, and a mission statement that captured the essence of the business.
Result: This project enhanced my design and communication skills, enabling me to present a professional service in an engaging, informative, and visually compelling way.
Internships
Report: Client Experience Analysis at United Wholesale Mortgage
Internship
Situation: During my internship at United Wholesale Mortgage, I collaborated with colleagues on a project to identify areas of improvement, conduct a competitive analysis, and assess the company’s position in the mortgage industry based on client experiences with sales, underwriting, and closing teams.
Task: Our goal was to assess the company's standing in the mortgage industry and identify areas for improvement that would enhance overall client experiences.
Action: We conducted a thorough analysis and presented our findings, which included actionable game plans to address team member confidence, boost retention rates, and improve leader availability.
Result: Our work led to organizational improvements, with my team leader appreciating our recommendations and implementing them in meetings with higher-ups, driving meaningful change.
Report: Closing Disclosure Calls Analysis at United Wholesale Mortgage
Internship
Situation: During my internship at United Wholesale Mortgage, I conducted a detailed report analyzing recorded calls from the closing team.
Task: My goal was to evaluate these calls and provide insights to improve call quality and enhance overall performance.
Action: I listened to and evaluated calls, taking active notes and conducting primary research to identify key insights, focusing on both positive and negative calls.
Result: The report highlighted strengths, weaknesses, and specific examples, and my team leader valued it so much that it was used to develop a game plan for improving call quality, training closing team members, and addressing these initiatives with higher-ups.