This project challenged me to develop a research-driven brand strategy by identifying a core problem in the category, analyzing the audience in-depth, and crafting a compelling new brand direction rooted in real consumer insight.

The work included a combination of secondary and primary research, including demographic, psychographic, and behavioral analyses, as well as conducting interviews, building personas, and developing a cultural tension point the brand could uniquely solve. Also, creating a positioning statement, a creative manifesto, and a visual mood board to bring the strategy to life.

Through this process, I learned how essential it is to dig beneath surface-level attitudes and behaviors to find the emotional drivers that actually influence consumer decisions. I also discovered how powerful a well-framed cultural or category tension can be in shaping a brand’s voice, relevance, and role in people’s lives.