COPYWRITING AND DESIGN

PRODUCT LAUNCH CAMPAIGN PROJECT: COPYWRITING AND DESIGN

GRANHAND is a South Korean fragrance brand dedicated to formulating scents that seamlessly blend into daily life. Guided by the belief that fragrance is more than just a luxury used for special occasions, GRANHAND creates products that elevate everyday experiences, adding subtle beauty and comfort to regular routines.

Rather than typical marketing or promotion, GRANHAND relies heavily on storytelling and design. Each scent created by GRANHAND is accompanied by a short, resonant, and warmly poetic story of the kind of everyday moment that embodies the feeling of it. The stories are often featured on product packaging, which is clean, elegant, and timeless by design.

Four years after the launch of hand wash in 2021, GRANHAND released the first edition of body wash in their classic and beloved fragrance, SUSIE SALMON. Following GRANHAND’s approach, as a personal project, I wanted to create a few campaign materials for the body wash that align with the way GRANHAND would communicate about it.

Working with a language barrier and no existing marketing materials from the company, I created a website banner, a social media post, and an email in English that look and feel on-brand.

WEBSITE REIMAGINATION PROJECT: COPYWRITING AND DESIGN

Shira Esthetics is a skincare company dedicated to developing science-backed formulas made with the highest-quality ingredients from nature.

For this personal project, I redesigned the Shira Esthetics home page in Figma, rethinking its content design, layout, branding, and copywriting to better attract customers and build a stronger brand presence.

I drew inspiration from leading skincare brands to create a modern, approachable design. Along with refreshed branding elements, like natural green accents and simplified messaging, the redesign transforms Shira’s website into a clearer, more customer-centered experience that builds credibility and brand identity.

aDVERTISING CAMPAIGN PROJECT: COPYWRITING AND DESIGN

As a project for my High-Impact Campaigns course, I developed a creative campaign for a (not currently existing) Samsung phone. To devise the concept for this campaign, I studied aspects of the Samsung brand, including brand values and identity, vision, positioning, and market insights, as well as concepts executed in previous Samsung campaigns.

My concept: For this campaign, I chose a concept of reaching “higher places.” As a global brand, Samsung is constantly innovating, inspiring people with technologies and products that contribute to the greater good of the world. In essence, when someone purchases a Samsung product or interacts with the brand, they become part of this greater good and ultimately belong to something bigger. Together, the consumer and the brand can reach higher places and advance towards a better global society, and the phone advertised is a means to get there. For both of my designs, I created original copy and incorporated an image of mountains that I captured during my recent visit to Switzerland as a visual for expansiveness and reaching new heights.

POSTER PROJECT FOR NIKE X STüSSY CAMPAIGN: COPYWRITING AND DESIGN

As a personal project, I created a small (unofficial) poster collection for a Nike x Stüssy apparel campaign. Through researching Nike and Stüssy, the history of their partnership, and how they evoke personal connections between brand and consumer as a joint entity, I found ways to combine aspects of both brands to design cohesive visuals and write engaging copy.

LANDING PAGE

After receiving feedback from customers who expressed a desire for an easier way to stay up to date on the latest product resources, I worked with a web designer to create a new landing page, which serves as a central location for product news. I helped to write the copy for the page to increase awareness of our offerings and drive engagement with our products and services.