Portfolio
A few things I’ve built, from a market-entry strategy in Paris to brands and campaigns made from scratch.
01
INTERNATIONAL BUSINESS · STUDY ABROAD, PARIS · TEAM OF 3
Club Space Paris: Go-to-Market Strategy
While studying in Paris, our International Business class was asked to take a business, product, or service and bring it to the French market. My team (Evie Cribbs, Milanna Habib, and me) chose Club Space Miami. Paris already has a serious electronic music scene, but it’s spread across small clubs, collectives, and one-off warehouse events, with no permanent, music-first home and no global brand. Tourists, even music lovers, have a hard time finding it.
French law requires clubs to close by 7 AM, so we couldn’t copy Miami’s all-night model. We adapted it into a dual venue: an open-air terrace from 5 PM to 2 AM for opening sets, art, food, and vendors, then a main room until 7 AM for headliners, plus Sunday day parties. We cut what wouldn’t fit Paris, like VIP tables and bottle service, and leaned into a no-phone dance floor and residencies with Paris DJs. I led the market research, venue model, competition, location, and pricing sections of our pitch.
KEY DETAILS
- Market: 48.7 million visitors to the Paris region in 2024, spending €23.4 billion
- Location: a 1,500 to 3,500 m² warehouse in the 19th arrondissement, with Bobigny as a fallback
- Entry plan: start with Club Space residencies at an existing venue, then open a permanent flagship
02
BRAND CONCEPT · MARKETING FOR ENTREPRENEURS · SOLO
Bad Habit Beverage Concept
Bad Habit is a lightly sparkling botanical drink made for the moment people smoke. Smoking already has its own culture: people care about their lighter, their music, and who they’re with. The drink is usually an afterthought. Bad Habit doesn’t ask anyone to quit or claim to fix anything. It’s a pairing, not a fix.
I built it from scratch, from the product to the launch plan. It’s a 250ml slim matte can with green tea, mint, cucumber, electrolytes, aloe, a light 45mg of caffeine with L-theanine, and zero sugar. The label is designed like a French enamel street sign with a single red dot.
KEY DETAILS
- Launch: Chicago first, in Logan Square, Wicker Park, and Pilsen, starting in dispensaries and smoke shops, then bar patios
- Campaign: “The Dot,” 40 numbered posters with no name or logo, revealed in week four
- Media: zero ad spend, built on Instagram, creators, and a branded vending machine
03
CREATIVE BRIEF · MARKETING FOR ENTREPRENEURS · GROUP PROJECT
“Everyone Needs a Wingman”: A7FL Championship Sponsorship
A7FL is a fast-growing 7-on-7 football league with a young fan base, and MADD Sports wanted a way to reach that audience with a responsible-celebration message that doesn’t feel like a lecture. Our team built a sponsorship that covers the whole game night: Buffalo Wild Wings fuels the celebration, Waterboy fuels the recovery, and Waymo gets everyone home.
The campaign runs on two lines. For Buffalo Wild Wings: “Everybody needs a wingman.” For Waymo: “The strongest thing you can do is take yourself out.” I built out the branding, look and feel, and deliverables for the campaign.
KEY DETAILS
- “Name Your Wingman” coasters and reserved Wingman tables at Buffalo Wild Wings watch parties
- A Two-Name Highlight series crediting the player who made each big play possible
- “The Toughest Call” videos with A7FL players, plus a Waymo in-car screen takeover
04
PERSONAL BRAND · DESIGN
Personal Brand Business Card
A two-sided card I designed to introduce my personal brand: “I let the world shape my perspective.” The front splits blush and navy with a CL monogram across both halves. The back has a fine-line gold drawing of the Dewes Mansion, my home in Chicago, over a globe grid, so my roots and my travels show up in one image.
KEY DETAILS
- Palette: navy, gold, blush, and cream
- Back includes my motto, contact information, and a QR code
- Elegant serif for my name, clean sans-serif for everything else