CBMA REBRAND

As a major project during my time as Marketing Manager at The CBMA, I was a key client-side decision maker throughout a comprehensive rebrand with design agency Public Address.

Spanning the course of six months, I represented The CBMA in part throughout all discussion with Public Address and was heavily involved in internal decision making. Following the completion of the rebrand and up until my departure from The CBMA in June 2024, I oversaw the implementation of the new brand guidelines across social content, web design, merchandise, and in-person concerts/events. This was a deeply interesting and educational process for me, and I am overjoyed that this resulted in a fresh and distinct visual identity that continues to strengthen the non-profit's position.

For more information on my work at The CBMA, visit the Professional Roles section.

* E.U. TOBACCO TAX DIRECTIVE - "Promised Solutions. Delivered Excuses"

Created as the final project in the Social Marketing module in my MSc Marketing at Trinity College Dublin. For this project, we were tasked with creating a video campaign targeted at E.U politicians to support the movement to include vaping and e-cigarettes in the EU Tobacco Tax Directive. 

THE PROBLEM: Vaping is a rising concern in European Union countries. While the current E.U. Tobacco Tax Directive in place has effectively combatted smoking rates with additional taxes and levies, the same regulations do not exist for vapes and e-ciggarettes. By convincing E.U. politicians to vote to include vapes and e-ciggarettes in this existing peice of legislation, these newer forms of nicotine consumption can begin to be combatted

THE SOLUTION: We tackled this tough angle by embodying the physical detriments of vaping in a person unknowingly involved in the political process: a nicotine addicted mailman. Our protagonist is unk
Tuborg Skål Space campaign key insights

* Tuborg "Skål Space" Campaign

As part of the Consumer Behaviour module in my MSc Marketing at Trinity College Dublin, we were tasked with conducting ethnographic market research and building a campaign for Tuborg in response to a specified brief. 

THE PROBLEM: The brief highlighted the brand's need to adapt to a generation who is drinking less alcohol than their predecessors, and the need to accommodate Gen Z's anxieties and apprehensions. The brief specified needing the solution to involve an in-person brand activation

THE SOLUTION: Our proposed strategy revolved around the Tuborg "Skål Space", a branded experience at major european music festivals coupled with the launch of a new product, Tuborg Water, which would be designed to appear almost identical to the standard Tuborg lager. The basic premise behind these tactics is to provide young people with an opportunity to escape peer pressure in a typical consumption environment.

NOTE: Due to limited timelines, Generative AI was used only to build mock-ups representing the implementation of our strategy if given the time/budget.