Brand Strategy

 

Brand Strategy Exercise - Sleeper

I collaborated on a conceptual brand strategy project for Sleeper with the goal of elevating its presence during peak fantasy football season. While my role was rooted in project management, I leaned into my strengths as a strategic thinker and creative enabler—helping shape the central idea and refine the brand narrative. We uncovered a key insight: the real power of fantasy football lies in the sense of belonging it creates. It’s more than stats and lineups—it’s a shared ritual, full of emotion, tradition, and community. The strategy came to life through a simple, evocative line: Carry the tradition of the tailgate to fantasy football.

 

Brand and Comms Strategy Exercise - XBOX

This was a conceptual brand strategy project focused on elevating XBOX to #2 in overall market share in the gaming console category. After careful research, we believed positioning XBOX as more than a console would be key to its successful rise in the category—imagining it as a cultural force rooted in creativity and escapism. I contributed to the strategic idea, helped articulate the core tension, and supported the development of the overall narrative. The tension we explored: Society wants us to be bland, diluting curiosity. The truth at the heart of this tension shaped our strategy and led us to reposition XBOX as a champion of imagination in a conformist world—culminating in the line: Ignite Fearless Discovery

Case Analyses

Strong strategic recommendations come from sharp critical thinking and a deep understanding of cultural context. In these three brand case studies, I explore unique challenges, analyze key factors, and craft thoughtful solutions that balance strategy with cultural relevance.

Under Armour
Under Armour (UA) is rooted in a culture of innovation. Fabric technology like HeatGear® and ArmourVentTM became hallmarks of the brand and set a tone of unparalleled ingenuity in comfort and performance.

Nike Football: World Cup 2010 South Africa
The story of Nike comes from humble beginnings, having grown from a little-known shoe distribution company into a boldly reimagined shoe design and manufacturing brand.

Old Spice
Old Spice had always been seen as the rebellious child under the Proctor & Gamble (P&G) portfolio, taking less conventional and riskier approaches to advertising.

 

Storytelling

Women’s Representation In Sports News Media: A Changing Landscape

I still remember the thrill of watching Brandi Chastain score the game-winning goal in the 1999 Women’s World Cup. I was 11. Moments like that felt electric—though I didn’t yet realize how rare they were.

As a former Division I athlete, I’ve seen firsthand how powerful representation can be. It builds confidence. It gives permission to dream.

This paper began with a lingering childhood question:
Why didn’t I see more girls and women in sports media?
And why weren’t there conversations about what could be possible for me?

What I found was unsettling. For more than three decades, coverage of female athletes has remained largely stagnant—both in quantity and tone. Gendered stereotypes, structural barriers, and tired comparisons to men continue to shape a narrative that diminishes women’s achievements.

But the landscape is shifting. New platforms are amplifying different voices. Women are telling their own stories—on their own terms. They’re redefining what it means to be both an athlete and a woman, and in doing so, they’re expanding the future.

For too long, too many were left out—not just of the highlight reel, but of the opportunity to imagine a path forward. To play professionally. To dream.

Interested in learning more? Read the full research paper here.