Projects

MIKE'S HARD REBRAND

BEHIND THE REBRAND

As part of a class project in my program, my partner and I developed a full rebrand concept for Mike’s Hard Lemonade, reimagining how the brand could evolve to better resonate with Gen Z audiences. Our project introduces a refreshed visual identity, including a playful new logo, updated packaging, and a vibrant, modern color palette. We also created a social media campaign—#MikesMoments—centered on authentic, user-generated content to boost engagement and build community. While this rebrand isn’t official, it was a creative exercise in branding strategy and design. You can check out the full presentation of the project by clicking the photo to the right.

WATERLOO VOLLEYBALL??

For the past two years, I’ve been managing the University of Waterloo Men’s Varsity Volleyball team’s Instagram account. In my first year, I took full creative lead—designing and posting all content, including game day graphics, postgame updates, senior night tributes, and more while also being one of their athletes. With a consistent visual identity and a focus on engaging storytelling, I built the account from the ground up, growing it from 0 to over 1,000 followers in just over its first year. The growth reflects not only the team's growing presence but also the strength of a cohesive, athlete-focused brand. If you click the logo to the left, it will take you directly to the Instagram page where you can explore the content I’ve created.