Experience across brand strategy, marketing, and creative collaboration with agencies, creators, and emerging consumer brands. This has shaped my understanding of how brand strategy, creative direction, and marketing come together in practice.
Created from a deeply personal relationship with candles and rituals growing up. What began as a daily practice in our home, inspired the creation of a fragrance brand rooted in comfort, spirituality, and sensory experience.The brand draws from Indian traditions where scent, ritual, and atmosphere play an important role in everyday life.
CONCEPT / Light emerging from darkness
GOAL / invoke a feeling of calmness // create a brand deeply rooted in ritual rather than trend
DESIGN / All-black packaging symbolising strength.
Breaking the taboo around the colour black
// Textures, photography, and materials were chosen with the concepts of grounding, and stillnes
ROLE
Brand positioning
Product development
Creative direction
Retail partnerships
Content strategy
Supported the merchandise and visual direction process by developing references and ideas for packaging, merchandise aesthetics, and stage visual elements. These references reflected the emotional and intimate storytelling associated with Anuv’s music.
Artist
/ ANUV JAIN //
Work
/ MERCHANDISING //
.jpg)
The visual direction was guided by the emotional quality of Anuv Jain’s music: intimate, and quietly expressive.
The aim was to create a world that felt raw and slightly imperfect, leaning into soft, grainy grunge tones to evoke a sense of nostalgia and familiarity. The approach focused on simplicity and relatability, visuals that felt almost like fragments of a memory.
Lighting, textures, and compositions were kept minimal yet intentional, allowing the mood to take precedence over structure creating an aesthetic that feels artsy.
Marketing Strategy Capstone
/ UNIVERSITY OF TECHNOLOGY, SYDNEY //
The project explored the challenge Vodafone faced in converting its large mobile customer base into NBN broadband subscribers, despite increasing demand for high-speed internet services. Research revealed a major gap: 90% of surveyed consumers were unaware of Vodafone’s NBN offering, alongside concerns around service perception and brand awareness.
APPROACH
Consumer surveys / Online review analysis // Competitor benchmarking / Evaluation of customer sentiment
STRATEGIC RECOMMENDATIONS
-
Interactive outdoor advertising to demonstrate internet speed comparisons
-
Referral-based neighbourhood discount programs to leverage word-of-mouth marketing
-
Gamified customer engagement experiences to improve brand perception and service interaction
OUTCOME
Presented a strategic framework aimed at improving
brand awareness // customer satisfaction / conversion rates