Welcome!
Over the past three years studying Public Relations at the University of the Arts London, I have worked on a range of creative and collaborative projects that have shaped both my personal and professional growth. Through these experiences, I developed a stronger understanding of communication as a way of building meaningful relationships between brands and audiences rather than simply promoting products or managing image. This portfolio showcases selected projects that reflect my creative development, growing strategic thinking, and passion for branding and contemporary communication.
- Professional Skills: Influencer Marketing and Communications
This project explores influencer marketing and digital communication through both the analysis of lifestyle influencer Michelle Choi and the creation of my own influencer branding concept. Throughout the project, I explored how storytelling, visual identity, and emotional branding can shape how audiences connect with creators and brands online, especially in the fashion, beauty, and luxury industries. Working on this project also allowed me to further develop my interest in digital culture and contemporary branding, while exploring how authenticity and aesthetics play important roles in modern communication.
- Issues, Risks and Crisis: The Boeing Company
This project focuses on reputation management and crisis communication through a case study of Boeing following a series of highly publicized aviation incidents that attracted significant global media attention at the time. Using Boeing as an example allowed me to explore how companies respond to reputational crises under intense public scrutiny and how public relations strategies can help rebuild trust with stakeholders. The project examines the role of crisis communication, stakeholder engagement, corporate social responsibility, and transparency in protecting a company’s reputation during challenging periods.
- A Critical Analysis of User Generated Content and Community-Led Public Relations in the Case of Rare Beauty
This research project explores how user-generated content and community-led communication have transformed the way beauty brands connect with audiences in the digital age, using Rare Beauty as the main case study. I was especially interested in Rare Beauty because the brand became widely recognized for promoting authenticity, mental health awareness, and emotional connection within an industry traditionally shaped by perfection and exclusivity.
- Lab Grown Diamonds: Individual Report
This project explores the growing influence of lab-grown diamonds within the global luxury and jewelry industry, using the Gemological Institute of America (GIA) as the main case study. I was interested in this topic because lab-grown diamonds have become increasingly discussed online and in the luxury market amid conversations about sustainability, ethical sourcing, and transparency.