Discovering New Perspectives
Here is the work I completed for Oficina Muda, a Brazilian upcycling high fashion brand.
Strategic Brief & Brand Analysis
Oficina Muda, the brand partner for an integrated fashion marketing communications study abroad course in Brazil, required research and analysis on its place in the world.
I conducted a thorough search with a focus on the brand’s selling point — sustainability — through articles on green fashion, social media trends and influencers utilizing upcycling, competitor storytelling, and mixed media on Brazilian fashion culture. Then, I organized and synthesized this information into a digestible format for the client with accolades and suggestions for its social media content.
Through this experience, I learned about the importance of visual storytelling for all audiences, even clients. By combining images with hard facts, I created an engaging package of vital information for the brand.
Public Relations Campaign
I developed an integrated marketing communications campaign for Brazilian fashion brand Oficina Muda, an upscale upcycling company, with a goal to show off the sustainability measures they take in developing their clothes.
Personal style extends beyond what you wear — it’s also how you feel about wearing it. This insight led my approach to creating a strategy that utilizes paid partnerships, local earned media opportunities, owned assets, and a shared hashtag. Using Canva, I created a deck that emphasized how the brand honors its designers, as well as what it gives back to its community. To develop this campaign, I researched Brazilian cultural motivators, local artisans and influencers, competitor strategies, and upcycling trends.
This campaign demonstrated the brand's connection to its community through engaging activations and collaborations. I learned about the intersection between culture and marketing. Because Oficina Muda is a Brazilian brand that wanted its audience to center around Rio De Janeiro, I couldn’t just focus on segmentation and engagement. I also needed to weave in Brazilian values like luxury, sustainability, and community.
