GRADUATE THESIS
In a rapidly changing landscape, even the most long-standing, adored media brands are at risk of losing relevance. My graduate thesis team was challenged to create a new brand strategy and architecture to “mediamorphosize” HBO under Warner Bros. Discovery leadership. 

TEAM

Kevin Hart, Martin Park, Andrew Krantz, Kaylin Ingram, Jennifer Mahon

100 DAYS PROJECT

For 100 consecutive days, I reimagined street tags as brand names, writing a playful mini-manifesto to bring them to life.
Check out the feature in PRINT Magazine here.

BRANDING SOCIAL MOVEMENTS

In the spring semester, I participated in Branding Social Movements: a one-week crash course that explores the history of US social justice movements and how movement signifiers become brands. Our final project tasked us with creating a hypothetical movement brand for a cause of our choice. My team generated the Mind The Menogap campaign in 4 hours—from brainstorming to research to writing to presentation design.

TEAM

Astha Avinash, Shrutika Manivannan, Hannah Korn

BRAND PHYSICS

Brand Physics is a class that interrogates the underlying forces behind brands and the consumer behavior that determines their success.
Our challenge for the semester was to bring short-form streaming platform Quibi back from the dead. In two weeks, we conducted an extensive audit of what led to Quibi’s demise and scanned the zeitgeist for whitespace where the brand could thrive in the future. Our solution embraced liminal states of non-choice: what if Quibi was the anti-attention economy streamer that embraced multitasking and half-watches?

TEAM

Astha Avinash, Shrutika Manivannan, Hannah Korn