WORKS
One of the best things about my degree was the wide range of projects it gave me the opportunity to explore. From conducting firm case studies and developing brand transformations, to undertaking field expeditions and applying theory to real world scenarios, I learned how to think systemically, to adopt a multi-disciplinary approach to problem solving.
I've therefore categorized my works under one of four genres: (1) Business Strategy; (2) Art & Graphic Design; (3) Ethnographic Research; and (4) Writing & Cultural Critique. A sample project from each category is summarized below - please visit the category's specific page for all related works.
I've therefore categorized my works under one of four genres: (1) Business Strategy; (2) Art & Graphic Design; (3) Ethnographic Research; and (4) Writing & Cultural Critique. A sample project from each category is summarized below - please visit the category's specific page for all related works.
Business Strategy
JCPenney: EMBRACE
Apple's former head of retail operations, Ron Johnson, became JCPenney’s new CEO in 2012. During his reign, he introduced various changes in hopes of transforming the retailer into “America’s favorite store”: a different logo, a new pricing strategy, brand-dedicated in-store boutiques, etc. In my response to the case competition, I argued that it was not the radicality of such concepts where Johnson fell short, but his failure to first test them out and gain a full understanding of the JCP customer.
INDUSTRY
Management Fashion / Retail |
SKILLS
Campaign Development Financial Planning Strategy Execution Consumer Analysis Merchandising |
CONTEXT
YMA Fashion Scholarship Fund First Round Winner - Parsons the New School for Design - Fall 2014 |
Image Source: The American Genius
AMBITION
The fashion industry has undoubtedly morphed dramatically during the past few years. From Omnichannel retailing to the rise of the Millennial customer, such pivotal shifts have caused many brands to lose their way. So back in Fall 2014, non-profit YMA Fashion Scholarship Fund asked: How can struggling retailer JCPenney reinvent itself and reach the younger consumer market?
The fashion industry has undoubtedly morphed dramatically during the past few years. From Omnichannel retailing to the rise of the Millennial customer, such pivotal shifts have caused many brands to lose their way. So back in Fall 2014, non-profit YMA Fashion Scholarship Fund asked: How can struggling retailer JCPenney reinvent itself and reach the younger consumer market?
PROCESS
Researching...
- The Company: What were the successes and failures of ex-CEO, Ron Johnson? What strategies have the firm since pursued?
- The Industry: How has technology blurred the line between e-commerce and brick-and-mortar retailing?
- The Consumer: Who is the Millennial customer, and how can retailers keep them engaged?
RESULTS
Developing...
- A SWOT Analysis: Adopting a macro-level perspective - how would an outside analyst tell JCP’s story?
- A New Private Line: Considering design and financials - an assortment consisting of versatile career-wear staples, a sales plan that sets reasonable goals.
- A New Logo: Rejuvenating the old - a symbol which blends brand legacy with modern values.
Art & Graphic Design
Technologically Innovative Objects
and the Products They've Made Obsolete
I've always held a high appreciation for design. From glossy, full-page fashion editorials to mixed-use buildings that blend sustainability with innovation, I love anything that's not only captivating in its beauty, but wins me over as a consumer. Of course, training in the fundamentals of great design can serve as no better complement to such a personal fascination with it. In projects like the below infographic, I hope to show my familiarity in the principles of graphic design and information theory.
INDUSTRY
Communication Design Technology |
SKILLS
Information Visualization Adobe Creative Suite |
BRIEF
Select a few products that interest you and create a visualization that captures how they've transformed over time. What are their origins, costs, intentions? What do they reveal about changing consumer tastes and needs?
Select a few products that interest you and create a visualization that captures how they've transformed over time. What are their origins, costs, intentions? What do they reveal about changing consumer tastes and needs?
Ethnographic Research
Culture Crafting at Saturdays Surf NYC
This assignment asked us to build, research, and verify our own theory based on concepts learned in class. Urban planning wisdoms founded upon the basics of human psychology laid the groundwork for our investigation. Space versus place - how are the two terms related to each other, for instance? Co-dependently - abstract spaces are transformed into concrete realities as we experience and endow them with value.
INDUSTRY
Behavioral Design Fashion / Retail Architecture / Urban Planning |
SKILLS
Deductive Thinking Research & Development Teamwork Field Study Cultural Inquiry |
Image Source: Courtesy of Ms. Dana Droppo, Saturdays Surf NYC Media Contact
AMBITION
Design affects our everyday lives - through the products we use, the places we visit, the behaviors and attitudes we adopt. How has Saturdays Surf NYC applied such insights to its 31 Crosby Street location and overall brand?
Design affects our everyday lives - through the products we use, the places we visit, the behaviors and attitudes we adopt. How has Saturdays Surf NYC applied such insights to its 31 Crosby Street location and overall brand?
PROCESS
Considering...
- Class Readings: The ideas of two champions of systems thinking - Jane Jacobs and Yi-Fu Tuan.
- Our Hypothesis: "Culture crafting" - how strategic spatial design is an important ingredient to a company’s success.
- The Space: 31 Crosby Street - visiting the store, its neighborhood, and a competitor to verify assumptions.
RESULTS
Visualizing...
- The Neighborhood: Lower East Side - high diversity, with mixed uses - for work, for play, and everything in-between - drawing in mixed users.
- The Cultures: Coffee meets surf - how Saturdays has blended the two under one value proposition.
- Our Business Proposal: Where the brand falls short - reaching the female surfer, a customer base that's on the rise.
Writing & Cultural Critique
Have American Women Grown More Vulgar?
I've always loved writing as a hobby, but, as I grew up, I began to realize that, as a medium, writing can serve purposes beyond pure creative expression. From writing essays for class, to creating corporate content for employers, I've dabbled in a variety of media forms and styles. Projects like the one below are examples of how I've harnessed writing as a powerful communicative tool.
INDUSTRY
Fashion / Retail Consumer Goods / Lifestyle |
SKILLS
Essay Writing Ad Decoding Thesis Development Historical Research Gender Investigation |
BRIEF
How does advertising play a role not only in the marketplace, but in our daily search for self-identity? Can we criticize those of the ad industry to be too manipulative when it comes to enticing consumers, too focused on profit and too dismissive of more worldly goals? For our final paper, we were asked to examine advertising as a tool to understanding wider consumer cultural currents. The topic I chose to explore was the role of gender politics in American ads, and how the media has shaped female perceptions of the body. Examples of ads - from various industries as well as time periods - which feature the female form as their centerpiece provide support for my insights throughout the essay.
How does advertising play a role not only in the marketplace, but in our daily search for self-identity? Can we criticize those of the ad industry to be too manipulative when it comes to enticing consumers, too focused on profit and too dismissive of more worldly goals? For our final paper, we were asked to examine advertising as a tool to understanding wider consumer cultural currents. The topic I chose to explore was the role of gender politics in American ads, and how the media has shaped female perceptions of the body. Examples of ads - from various industries as well as time periods - which feature the female form as their centerpiece provide support for my insights throughout the essay.