Awarded 1st Place by the Client

Cleveland Hopkins International Airport (CLE) engaged our team to develop a full rebrand rollout strategy aimed at strengthening the airport's identity, growing passenger loyalty, and differentiating CLE in a competitive regional aviation market. Our process combined extensive secondary research, a competitive audit of peer airports, and original primary research conducted directly inside the terminal, where we surveyed travelers across CLE's core target segments to ground every recommendation in real passenger insight.

The resulting strategy spans a full media plan including display ads, paid search, social media, and influencer partnerships, alongside a suite of brand activations built to make the campaign tangible inside the terminal. Highlights include The Terminal Trail, a first-of-its-kind vinyl floor walking path running through all three concourses that turns dwell time into a branded wellness experience, CLE-branded stickers, pop-up events, and a dedicated CLE Airport app. Every element was designed to reflect a brand identity that is playful, warm, energetic, and full of Cleveland pride.

Jan 2026 – May 2026

Awarded 1st Place by the Client

This project built a full go-to-market strategy for ReadySet Surgical's "Why Now?" campaign with the goal of driving bundled conversion of their Loaner Tray Management and Bill Only Automation solutions. Starting from the insight that the primary sales objection is documented change resistance rather than a rational business concern, we developed three detailed buyer personas, a seven-argument messaging framework grounded in peer-reviewed healthcare operations research, and a four-stage funnel with channel recommendations and content specifications. A brand voice guide derived from ReadySet's own sales transcript and LinkedIn content was integrated throughout, codifying the brand's existing strengths and adding the quiet urgency and human specificity needed to move the content from awareness building to conversion driving. All arguments were source-validated against published research with citations traced to peer-reviewed and primary sources where available.

Jan 2026 – May 2026

Big Idea Campaign: “Reposition & Elevate”

Developed a comprehensive campaign to clarify Fly By Jing’s premium positioning and strengthen its connection to founder Jing Gao’s authentic story. Focused on aligning brand identity with consumer perceptions to increase perceived value, drive trial, and encourage repeat purchase. The campaign included messaging strategy, creative storytelling, and activation concepts designed to showcase the quality, craft, and cultural authenticity behind each product.

Sep 2025 – Dec 2025

Awarded 1st Place by the Client

Developed and executed a targeted social media strategy for Stadium Mustard to increase brand awareness, engagement, and follower growth. Suggested a shift in focus to a different consumer market based on Keyhole data and secondary research, and proposed an updated creative message more aligned with the brand. Worked closely with the team to craft content that resonated with the audience and used performance data to guide adjustments. 

Sep 2025 – Dec 2025

Collaborated on an integrated marketing communications campaign for Because of B.R.A.Y.D.E.N focused on identifying target donor segments, developing key messaging, and creating a cohesive multi-channel strategy. Conducted secondary research and analyzed insights to inform campaign direction, recommend strategic shifts based on findings, and contribute to updated creative concepts. Worked closely with the team to align messaging across channels and deliver a unified, impactful campaign that resonated with the intended audience.

Sep 2025 – Dec 2025