Projects
A collection of academic and creative projects exploring strategy, branding, marketing, consumer behavior, and luxury through research-driven presentations and visual storytelling.
Harley-Davidson
As part of my Branding course, a Harley-Davidson industry guest challenged our class to address the brand’s lack of relevance among younger riders (ages 21–30). In response, I developed HDX, a sport-oriented sub-brand designed to reposition Harley-Davidson within the entry-level performance segment while maintaining its core identity. Building on this concept, my team and I created three integrated marketing campaigns centered on sonic branding, a fashion collaboration, and experiential pop-ups. Together, these strategies aimed to increase cultural relevance, drive engagement, and attract a new generation of riders.
Shell in the Strait of Hormuz
For my Global Business course, I worked in a team to develop a research-driven strategic analysis on how Shell should respond to geopolitical disruptions in the Strait of Hormuz under tightening sanctions. The project focused on managing exposure to a critical LNG chokepoint while maintaining operational continuity and long-term resilience.
We evaluated strategic options using four criteria: legal feasibility, cost efficiency, operational resilience, and strategic flexibility. We also recommended a phased approach: short-term rerouting through U.S. and Australian supply, combined with long-term diversification to reduce structural dependence.
The project included a formal presentation and an accompanying memo with deeper analysis, integrating real-time market data, policy research, and risk indicators to support decision-making.
Other Projects
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Maison Argenté
Maison Argenté is a luxury cutlery concept built around the idea that fine dining should be experienced through every detail, including the utensils guests interact with most. The presentation introduces a high-end, limited-batch silverware brand rooted in ritual, craftsmanship, personalization, and inconspicuous luxury. Through concepts for hotels, Michelin-level restaurants, ski retreats, and weddings, Maison Argenté transforms cutlery from a functional object into a symbolic part of the dining experience.
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Boston Scientific
For my Strategy class, my team and I developed a consulting project on Boston Scientific’s corporate strategy, analyzing its product scope, vertical integration, and global expansion opportunities. The work combined industry research, competitor analysis, and market screening to propose recommendations for stronger differentiation, deeper hospital partnerships, and long-term international growth.
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Lucy & Jane Matcha
A marketing research project focused on Lucy and Jane Matcha, using qualitative and quantitative methods to understand weekday consumer behavior and inform growth strategy. By analyzing customer motivations, barriers, and incentives, our team found that convenience and value were the strongest levers for weekday traffic, resulting in recommendations tied to discount strategy and future location decisions.
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Sesame Street
My team and I analyzed Sesame Workshop’s culture, team effectiveness, and employee motivation. Using company research, employee insights, and organizational theory, we examined how Sesame’s mission-driven culture supports collaboration, psychological safety, and engagement. The final presentation translated these findings into a creative visual format inspired by Sesame Street’s brand identity.
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The Rise of Experiential Luxury Cafés
This Luxury Marketing presentation analyzed why luxury brands are increasingly entering the café and hospitality space. Through examples such as Ralph’s Coffee and Vogue Café, our team explored how cafés transform everyday consumption into a branded lifestyle experience. My contribution focused on attainable and aspirational luxury benefits, explaining how these spaces broaden access to the brand while reinforcing exclusivity, emotional connection, and future consumer desire.
