I build a brand’s story.
When a brand’s presence is clear,
everything can stand out.
Established the perception that the brand’s jackets are worn by professionals who are passionate about their work.
Expanded the brand narrative through a year-long monthly interview series,
capturing professionals’ careers and personal lifestyles in diverse and creative ways.
Extended the brand’s reach from the established 20–30 audience to younger 18–24 potential customers
through engaging brand collaborations.
Enhanced direct customer engagement and brought the brand to life
through pop-up events in high-traffic department stores.
of 12-hour performance target
influencer & paid media reach
& strong digital buzz
& marking record performance
Each project built upon the last, progressively expanding the brand’s editorial content
and guiding audiences to understand and experience the brand image —
from professional positioning, to personal storytelling, to audience expansion, and finally hands-on engagement.