During my time at Thompson Creek Window Company, I was involved in a variety of projects that spanned across print advertising, television commercials, and digital ads for social media, all of which contributed to the company's brand visibility and market presence.

In the realm of print advertising, I was responsible for designing and producing compelling ad layouts that effectively communicated Thompson Creek's unique value proposition. These print ads were carefully crafted to capture the attention of potential customers, highlighting the quality and durability of our products while adhering to brand guidelines. My role involved not only the design but also ensuring that the messaging was clear, persuasive, and consistent across all printed materials, whether it was for direct mailers, brochures, or local newspapers.

For the television commercials, I contributed to the ideation and production process, collaborating with the creative team to develop concepts that would resonate with our target audience. I worked closely with local media agencies, helping to shape the visual and narrative elements of the commercials to align with Thompson Creek's brand identity. My involvement included everything from brainstorming ideas to overseeing the post-production work, ensuring that the final product was both visually appealing and effective in driving consumer interest.

On the digital front, I played a key role in creating social media ads that were designed to engage and convert online audiences. These digital ads were optimized for various platforms, combining eye-catching visuals with concise, impactful messaging. I utilized my skills in design to produce content that was not only aesthetically pleasing but also tailored to the specific needs of social media marketing, such as adhering to platform specifications and utilizing call-to-action elements effectively.

Across all these mediums, my work was characterized by a strong focus on maintaining brand consistency, while also adapting to the unique demands of each channel. This experience at Thompson Creek allowed me to enhance my versatility as a designer and marketer, honing my ability to create cohesive, multi-platform campaigns that drive results.

During my volunteer work with the nonprofit organization IMAN, I played a crucial role in shaping the organization’s visual identity from the ground up. I was responsible for branding IMAN, starting with the creation of its initial logo and extending to the development of its website. My design work encompassed a wide range of materials, including social media content, presentation decks for donors, and website visuals, all of which were tailored to effectively communicate IMAN’s mission.

IMAN focuses on building mosques and water wells for impoverished communities in Uganda, as well as supporting small schools in the northern regions of Pakistan by providing much-needed teachers. In addition to my design responsibilities, I was actively involved in monitoring and evaluating these projects, ensuring that the organization’s efforts were making a tangible impact on the ground.

The story of the IMAN logo is particularly meaningful to me, as it began during a personal journey through the northern areas of Pakistan, from Chitral to the Hunza Valley. I was working on a self-initiated project called "Fall for Pakistan," where I traveled through these stunning landscapes to connect with people and share their stories with the world. During this time, IMAN approached me with a request to identify schools in need of teachers in the region.

While visiting Al Amyn Model School, I conducted a classroom exercise with 4th-grade students, asking them to draw flowers. These simple, yet expressive, flower drawings became the inspiration for the IMAN logo. After collecting the students' artwork, we decided to incorporate one of the raw pencil drawings into the branding as a logo mark. The flower was later digitized and refined to create a more modern, polished version, while still preserving the charm and authenticity of the original drawing. Today, this flower is subtly integrated into the logo, symbolizing the organization’s roots in community-driven efforts and the beauty of growth and education. The flower also serves as the dot above the "i" in IMAN, representing the organization’s focus on nurturing and uplifting the communities it serves.

During my time at Marchon, I was an integral part of the creative team working on the Nike Vision Spring/Summer campaign. My role involved contributing ideas and collaborating closely with senior designers and our art director to bring the campaign's vision to life. Although I wasn't the primary decision-maker, I actively participated in discussions, offering insights that helped shape the campaign's visual direction.

One of my key responsibilities was working on the production of the campaign brochure. I took charge of designing and assembling the brochure using Adobe InDesign, ensuring that it met the high standards expected by the brand. Throughout the process, I continuously sought feedback from senior designers, refining the design to align perfectly with Nike Vision's aesthetic and messaging.

The brochure, available in both print and digital formats, was a crucial element of the campaign, designed to be distributed globally. It provided clear guidelines on how the slogan, tagline, imagery, and typography should be used, ensuring consistency across all markets. My involvement in this project allowed me to hone my design skills and deepen my understanding of brand consistency on a global scale, all while working collaboratively with a talented team.

During my tenure at Marchon, I was also deeply involved in creating content and visuals for Nike Vision’s digital platforms, including social media channels and the main Nike Vision website. My work focused on crafting web banners and other digital assets for the Spring/Summer campaign, ensuring that each piece effectively communicated the brand's message to a global audience.

The process began with selecting the most impactful photographs from the campaign's assets. I carefully curated these images, pairing them with the key marketing messages and typography that resonated with Nike Vision's brand identity. The challenge was to balance the visual appeal with the functional requirements of web design, such as ensuring that the typography was clear and legible at various screen sizes.

Using Adobe InDesign, I meticulously designed each web banner, making sure that the layout, image placement, and text were all optimized for the digital format. These banners were not static; they were refreshed biweekly on the main website to keep the content dynamic and engaging. This required me to not only be creative but also strategic, as I needed to anticipate how each design would fit into the broader campaign timeline.

My work on these digital assets was a key part of maintaining Nike Vision's online presence during the campaign. It allowed me to contribute to the brand's global reach, ensuring that every visual element on the website and social media channels was cohesive, impactful, and aligned with the overarching campaign strategy. This experience further sharpened my skills in digital design and reinforced the importance of consistency and attention to detail in maintaining a strong brand identity across various platforms.

During my time at Reflection Fashion Magazine and Ultimate Sports Magazine, I took on a multifaceted role that combined design, photography, and art direction, allowing me to immerse myself in the creative process from start to finish.

At Reflection Fashion Magazine, I was responsible for designing the editorial magazine layouts and directing the visual narrative of each issue. We featured a blend of local and international designers, showcasing their work in a way that highlighted both their creativity and the latest trends. To bring these designs to life, we conducted photoshoots in our studio, capturing the essence of the products and the models who wore them. I not only designed the magazine layouts but also took on the role of photographer, ensuring that the images we captured were as striking and impactful as the magazine’s modern, creative design. My aim was to create a visual experience that was not just beautiful, but also engaging and reflective of the cutting-edge fashion we were featuring. Each layout was crafted with care, combining innovative design elements with a fresh, contemporary style that set the magazine apart.

For Ultimate Sports Magazine, my role was equally dynamic but centered around the high-energy world of sports. We followed high school and college sports teams across Long Island and other counties of New York, capturing the intensity and excitement of their games. From soccer and lacrosse to volleyball, basketball, and football, we were on the sidelines, photographing these athletes in action throughout their seasons. The magazine layouts were designed to be bold and impactful, using strong typography and dynamic images to celebrate the athletes' achievements. We highlighted their success stories, creating a publication that was not only a keepsake for the athletes but also a source of pride for their schools and communities.

Our work culminated in the production of thousands of copies that were distributed to schools and sold to the parents of these young athletes. Each issue was a testament to the hard work and dedication of these teams, and the magazine's powerful visuals helped to capture and preserve those moments of triumph. This experience allowed me to blend my passion for design with the excitement of sports photography, creating a product that resonated with its audience on multiple levels.

NYHealthCare and LiteMD Branding
Brooklyn, New York

In the vibrant heart of Brooklyn, NYHealthCare and LiteMD emerged as a startup dedicated to bridging the gap between healthcare and the everyday New Yorker. Tasked with their branding, I sought to create an identity that would resonate deeply with the community, embodying both the spirit of New York and the promise of accessible, quality healthcare.

Creative Process:

To capture the essence of New York, I began with one of the city’s most iconic symbols—the Statue of Liberty. This symbol of freedom and hope is not just a landmark but a beacon that represents the values of inclusivity, strength, and care that NYHealthCare and LiteMD aspire to embody. The logo design features a stylized silhouette of the Statue of Liberty, seamlessly integrated with clean, modern typography.

The typography itself was carefully selected to reflect both the dynamism of New York and the professionalism of a healthcare provider. The boldness of "NEW YORK" conveys the city's unyielding energy, while the softer curves of "HealthCare" suggest the compassionate nature of the services offered. The color palette, with its calming blue tones, was chosen to evoke trust, tranquility, and well-being—qualities that are essential in the healthcare industry.

The design process was highly collaborative, with the client expressing a strong desire to connect with the everyday New Yorker. They wanted a logo mark that wasn't just a corporate symbol but a representation of the city's spirit—a symbol that New Yorkers could see themselves in. After several iterations and refinements, the final design was a perfect blend of iconic New York imagery and modern healthcare branding, ensuring that the logo would stand out in a crowded market while remaining approachable and relatable to the community it serves.

This thoughtful approach to branding helped position NYHealthCare and LiteMD as not just another healthcare provider but as a trusted and familiar name in the hearts and minds of New Yorkers.

VIDVOY: THE ULTIMATE TRAVEL DOCUMENTATION APP FOR THE MODERN EXPLORER
Final Project Thesis - Farmingdale State University - New York

INTRODUCTION

Vidvoy is more than just an app; it’s a revolutionary platform designed to transform the way young travelers document and share their experiences. In an age where storytelling is as important as the journey itself, Vidvoy offers a comprehensive solution to the challenges of travel documentation. With the growing importance of social media and digital storytelling, Vidvoy stands out by providing specialized tools that allow users to seamlessly capture, edit, organize, and share their travel adventures in a culturally relevant and visually compelling way.

PRODUCT VISION

Vidvoy was born out of a passion for travel and a recognition of the challenges that travelers face in documenting their journeys. The app is specifically designed for young adults between the ages of 18 and 30 who are tech-savvy, adventurous, and keen to share their experiences with the world. Vidvoy addresses the need for a streamlined, user-friendly platform that combines video editing with travel-specific features, allowing users to create professional-quality content with ease.

The vision behind Vidvoy is to empower travelers to become storytellers. The app provides tools that simplify the process of creating and sharing videos, ensuring that the memories captured are as vivid and impactful as the experiences themselves. Whether users are backpacking through Europe, exploring the cultural riches of Asia, or embarking on a road trip across the United States, Vidvoy is designed to be their ultimate travel companion.

INSPIRATION AND STORY

The inspiration for Vidvoy comes from my own experiences as a traveler. I’ve always been passionate about exploring new places, immersing myself in different cultures, and capturing the essence of my journeys through photos and videos. However, I often found myself overwhelmed by the sheer volume of content I accumulated during my trips. Sorting through endless photos and videos, organizing them into coherent stories, and sharing them with friends and family became a daunting task.

This frustration led me to the idea of creating Vidvoy, an app that would streamline the entire process of travel documentation. I envisioned a platform that would not only make it easier to capture and organize travel content but also enhance the storytelling experience. Vidvoy was designed with the belief that every traveler has a unique story to tell, and that story deserves to be shared in a way that is both creative and meaningful.

DESIGN PHILOSOPHY AND USER EXPERIENCE

At the core of Vidvoy’s development is a strong commitment to user-centered design. The design philosophy behind Vidvoy emphasizes simplicity, intuitiveness, and empowerment. Every aspect of the app’s interface and functionality is carefully crafted to enhance the user’s creative process, rather than complicate it.

Key Principles of Vidvoy’s Design Philosophy:

User-Centered Design: Vidvoy’s design process was guided by extensive user research, including interviews, surveys, and usability testing with the target audience. Understanding the needs, preferences, and pain points of young travelers was crucial in shaping the app’s features and interface. The goal was to create an app that feels natural and intuitive to use, even for those with limited experience in video editing.

Simplicity and Clarity: Vidvoy’s interface is designed to be clean and uncluttered, with a focus on the essentials. The app’s layout ensures that users can easily navigate through the different features without feeling overwhelmed. Each tool is clearly labeled and accessible, allowing users to focus on their creative vision rather than getting lost in a sea of options.

Empowerment Through Design: Vidvoy empowers users by providing them with professional-quality tools that are easy to use. Whether it’s adding music, transitions, or text overlays, Vidvoy ensures that users have the creative freedom to customize their videos while maintaining a high level of quality. The app’s design encourages experimentation and creativity, enabling users to explore new ways of telling their travel stories.

Visual Consistency: The visual consistency of Vidvoy extends across all platforms, ensuring a seamless experience whether users are on their smartphones, tablets, or desktops. The app’s design is responsive and adaptable, providing an optimized experience regardless of the device being used. This consistency reinforces the brand’s identity and makes the app feel familiar and reliable.

User Experience (UX):

Vidvoy’s user experience is designed to be engaging and enjoyable from the moment users open the app. The onboarding process is streamlined, with guided tutorials that introduce users to the app’s key features. The goal is to make users feel confident and capable as they begin their creative journey with Vidvoy.

The app’s UX is further enhanced by its responsiveness and speed. Vidvoy is optimized to handle large video files and complex edits without lag, ensuring that users can work on their projects smoothly and efficiently. The editing tools are intuitive, with drag-and-drop functionality and real-time previews that allow users to see their changes immediately.

Vidvoy also incorporates social elements that enhance the user experience. Users can connect with friends, follow other travelers, and share their videos directly to social media platforms. This sense of community and connection adds an extra layer of engagement, making Vidvoy more than just an editing tool, but also a platform for sharing and discovering travel experiences.

VISUAL STRATEGY

The visual strategy for Vidvoy is meticulously crafted to ensure that the user experience is as intuitive and enjoyable as possible. The app’s design is centered around simplicity, elegance, and functionality. The interface features a neutral color palette that allows the user’s content to take center stage, with minimalist icons and buttons that provide clear guidance without distracting from the creative process.

Vidvoy’s branding is designed to resonate with its target audience of young, adventurous travelers. The logo, typography, and color scheme evoke a sense of exploration, creativity, and professionalism. Bold, modern fonts are paired with vibrant accent colors to reflect the dynamic energy of the 18 to 30 age group. The app’s visual identity is not only instantly recognizable but also stands out in the crowded market of travel apps.

Every element of Vidvoy’s visual design is intended to inspire and empower users to create beautiful, professional-quality videos. The app’s layout is clean and user-friendly, with a focus on enhancing the user’s creativity rather than hindering it. From the moment users open Vidvoy, they are greeted with a visually appealing interface that encourages them to dive into the world of travel storytelling.

MARKETING STRATEGY

Vidvoy’s marketing strategy is designed to position the app as an essential tool for young travelers who are eager to document and share their adventures. The strategy involves a multi-faceted approach that includes digital marketing campaigns, influencer partnerships, and community engagement to reach the target audience effectively.

Key Components of the Marketing Strategy:

Social Media Campaigns: Vidvoy will leverage the power of platforms like Instagram, TikTok, and YouTube to showcase user-generated content. By highlighting the ease and creativity of using Vidvoy, these campaigns will inspire users to document their travels and share their experiences in real-time. Travel influencers will demonstrate how Vidvoy enhances their storytelling, encouraging their followers to incorporate the app into their own travel routines.

Influencer Collaborations: Collaborating with travel influencers and content creators is a cornerstone of Vidvoy’s marketing strategy. These influencers will serve as brand ambassadors, showcasing the app’s capabilities and promoting its use among their followers. By partnering with influencers who align with Vidvoy’s brand values, the app will gain credibility and visibility within the target market.

Content Marketing: Vidvoy will produce high-quality content that provides value to travelers. This will include engaging blog posts, video tutorials, and travel guides that not only promote the app but also offer useful tips and inspiration for travel documentation. This content will be shared on Vidvoy’s website and across social media platforms, driving traffic and increasing user engagement.

Email Marketing: Building and maintaining an email list of potential users is crucial for Vidvoy’s long-term success. Regular newsletters will be sent out, featuring travel tips, user stories, and updates on new app features. This will help keep Vidvoy top-of-mind and encourage repeat usage.

Partnerships and Collaborations: Vidvoy will seek partnerships with travel-related businesses, such as airlines, hotels, and travel agencies, to offer exclusive deals and promotions to Vidvoy users. These partnerships will not only enhance the app’s value proposition but also increase its reach within the travel community.

MARKET PLACEMENT

Vidvoy is strategically positioned as a premium travel documentation app that offers specialized tools for creating, editing, and sharing travel-specific videos. Unlike generic video editing apps, Vidvoy is tailored to meet the unique needs of travelers, providing a customized experience that sets it apart from the competition.

Key Market Placement Points:

Niche Focus: Vidvoy’s focus on travel documentation gives it a competitive edge in a crowded market. The app’s specialized features cater specifically to travelers, offering a level of functionality and ease-of-use that generic video editing apps cannot match.

Target Audience: Vidvoy is designed for young adults aged 18 to 30 who are tech-savvy, adventurous, and active on social media. This demographic is constantly seeking new experiences and looking for innovative ways to document and share their journeys.

Freemium Model: Vidvoy adopts a freemium model, offering basic features for free with the option to upgrade to premium features through a subscription. This approach allows users to try the app before committing to a paid plan, increasing user acquisition and retention. The premium features are designed to appeal to serious travelers who are willing to invest in tools that enhance their travel documentation experience.

Global Reach: Vidvoy’s marketing strategy includes targeting users in key travel markets, such as North America, Europe, and Asia. The app’s features are designed to appeal to travelers from diverse cultural backgrounds, making it a versatile tool for documenting journeys across the globe.

PERSONAS

To ensure that Vidvoy meets the needs of its target audience, three distinct user personas were developed during the design phase. These personas represent the different types of users who will benefit from the app:

Francesca, the Frequent Traveler:
Age: 19
Location: Long Island, New York
Background: Francesca is a college student who loves to travel during her breaks. She is always on the lookout for budget-friendly destinations and enjoys exploring new cities and cultures. Francesca documents her travels extensively, sharing her experiences on social media to inspire her friends and family.

Rebecca, the Cultural Explorer:
Age: 22
Location: New York City, New York
Background: Rebecca is passionate about immersing herself in different cultures. She travels to experience the art, history, and traditions of the places she visits. Rebecca values the stories behind the places she visits and loves to share her insights through well-crafted videos that highlight the cultural significance of her experiences.

Demanzo, the Tour Operator:
Age: 26
Location: Florida
Background: Demanzo is a professional tour operator who organizes group trips for young travelers. He uses Vidvoy to create promotional videos that showcase the unique experiences his tours offer. Demanzo also uses the app to document his personal travels, using the content to promote his business on social media.

These personas guided the development of Vidvoy, ensuring that the app’s features, interface, and marketing strategy aligned with the needs and expectations of its target users. Each persona has unique requirements and preferences, which were taken into account to create a versatile and user-friendly app.

FUTURE VISION AND IMPACT

Vidvoy’s vision extends beyond being just another app in the market; it aims to become a leading platform for travel documentation, inspiring a new generation of storytellers. The future of Vidvoy involves continuous innovation and expansion, with the goal of making travel documentation accessible, engaging, and meaningful for users around the world.

Future Vision:

Enhanced Editing Tools: Vidvoy will continue to evolve by introducing advanced editing tools that cater to both amateur and professional users. Features such as AI-powered editing suggestions, augmented reality (AR) filters, and collaborative editing capabilities will be introduced to keep the app at the forefront of video editing technology.

Integration with Travel Services: Vidvoy will explore partnerships with travel service providers, such as airlines, hotels, and tour operators, to offer integrated travel planning and documentation solutions. Users will be able to seamlessly book their trips, document their experiences, and share them with their network—all within the Vidvoy ecosystem.

Community Building: Vidvoy aims to foster a global community of travelers who share a passion for storytelling. The app will introduce social features that allow users to connect, collaborate, and share their content with like-minded individuals. This sense of community will enhance the user experience and create a loyal user base.

Educational Initiatives: Vidvoy will launch educational programs and workshops that teach users the art of travel documentation. These initiatives will focus on enhancing users’ storytelling skills, from video editing techniques to cultural sensitivity and awareness. Vidvoy aims to empower its users to become better storytellers and more conscious travelers.

Environmental and Social Impact: As part of its future vision, Vidvoy is committed to promoting sustainable travel practices. The app will introduce features that encourage eco-friendly travel, such as carbon footprint tracking and tips for minimizing environmental impact. Vidvoy will also support social causes by partnering with NGOs and charities that work towards preserving cultural heritage and protecting the environment.

Impact on the Travel Industry:

Vidvoy has the potential to revolutionize the way people document and share their travel experiences. By offering a specialized platform that caters to the needs of travelers, Vidvoy can inspire a new wave of content creators who prioritize quality, creativity, and cultural awareness in their storytelling.

Vidvoy’s impact extends beyond individual users; it has the potential to influence the travel industry as a whole. By promoting responsible and sustainable travel practices, Vidvoy can contribute to the preservation of cultural heritage and the protection of the environment. The app’s emphasis on cultural relevance and awareness can also foster greater understanding and appreciation of different cultures, helping to bridge cultural divides and promote global harmony.

CONCLUSION

Vidvoy is more than just a video editing app; it’s a travel companion that empowers young explorers to document their journeys in a way that is both creative and culturally relevant. By addressing the unique needs of travelers, Vidvoy stands out as a must-have tool for anyone who wants to capture, organize, and share their travel experiences with the world.

With its user-centered design, strategic market placement, and commitment to innovation, Vidvoy is poised to become a leader in the travel documentation space. The app’s future vision and impact demonstrate its potential to not only enhance the travel experience but also contribute to a more connected and culturally aware global community.

Branding Project: ELIF - Tagline: UNCOVER FASHION
Farmingdale State University - Advertising Class

Introduction: In the vibrant tapestry of New York City, where cultures converge and styles blend, a significant gap has emerged within the fashion landscape. Based on extensive ethnographic research, it became evident that the diverse population of Middle Eastern women in this metropolitan hub lacks access to a mainstream hijab brand that resonates with their unique blend of cultural identity and contemporary fashion sensibilities. Recognizing this unmet need, we are thrilled to introduce ELIF—a high-end fashion line designed specifically for Middle Eastern women in the Western world.

Brand Vision: At ELIF, our mission is clear: to empower Middle Eastern women to embrace their cultural heritage while confidently expressing their individuality through fashion. The tagline, "Uncover Fashion," embodies this vision, inviting women to explore a new paradigm of style that harmonizes traditional elements with modern aesthetics. We envision a world where fashion is not just about clothing but an extension of identity—where every hijab, garment, and accessory tells a story of heritage, elegance, and empowerment.

Cultural Significance: The brand name "ELIF" is not only a reflection of our commitment to cultural authenticity but also an homage to the rich history of the Arabic language. As the first letter of the Arabic alphabet, ELIF symbolizes beginnings and possibilities. This resonates deeply with our target audience—Middle Eastern women who are redefining their roles in society and seeking to carve out their unique identities within a Western context.

Incorporating a crescent motif into our logo further enriches our brand identity. The crescent moon holds profound significance in Islamic culture, representing spirituality, growth, and a connection to one's roots. This iconography serves as a reminder of the beauty that lies in tradition while paving the way for modern interpretations of style. ELIF aims to be a bridge between the past and the present, where ancient customs and contemporary trends coexist harmoniously.

Design Philosophy: The design ethos of ELIF is rooted in the latest high-end fashion trends observed in the style capitals of Paris, London, and New York City. Our collections will feature a carefully curated selection of luxurious fabrics, innovative silhouettes, and intricate detailing that celebrate the artistry of fashion. Each piece will be thoughtfully designed to cater to the diverse needs of Middle Eastern women, ensuring comfort, elegance, and versatility.

Our designs will embrace a wide spectrum of styles—ranging from chic everyday wear to sophisticated evening attire—allowing women to seamlessly transition from day to night without compromising their cultural values. By integrating traditional embellishments, such as intricate embroidery and rich color palettes, into modern silhouettes, ELIF will offer a refreshing take on fashion that honors heritage while appealing to contemporary tastes.

Target Audience: Our primary audience comprises Middle Eastern women residing in New York City, particularly those aged 18 to 35. This demographic is characterized by its desire for self-expression, cultural pride, and a keen interest in fashion trends. Many are navigating the complexities of blending their rich cultural backgrounds with the influences of Western fashion, often feeling torn between tradition and modernity. ELIF aims to be a source of inspiration and a catalyst for change, empowering these women to embrace their identities through fashion that resonates with their values and aspirations.

Advertising Campaign: To effectively reach our target audience, we will implement a multifaceted advertising campaign that encompasses various channels and touchpoints. Our marketing strategy will prioritize visibility and engagement, utilizing magazine ads, traditional posters, and bus stop advertisements strategically placed in high-traffic areas throughout New York City.

Magazine Ads: ELIF will collaborate with popular lifestyle and fashion magazines that cater to our target demographic. Our advertisements will feature visually stunning imagery that captures the essence of our brand—a blend of modern elegance and cultural richness. We will highlight real women from the Middle Eastern community wearing our designs, showcasing their unique stories and the ways in which ELIF empowers them to express their identities.

Traditional Posters: Eye-catching posters will be displayed in key neighborhoods with significant Middle Eastern populations, such as Astoria, Jackson Heights, and Bay Ridge. These posters will feature vibrant visuals of our latest collections and include compelling narratives that resonate with our audience's experiences. By telling stories of empowerment and self-expression, we aim to foster a sense of community and connection among Middle Eastern women.

Bus Stop Advertisements: To capture the attention of busy commuters, we will strategically place ads at bus stops near shopping malls and educational institutions frequented by our target audience. These ads will convey a powerful message: that fashion can be a means of self-discovery and a celebration of cultural heritage. We will also encourage social media engagement through QR codes that direct viewers to our website and social platforms, where they can explore our collections and connect with our community.

Community Engagement: Beyond traditional advertising, ELIF aims to create a sense of community and belonging among Middle Eastern women in New York City. We will organize fashion workshops, styling sessions, and cultural events that celebrate the intersection of fashion and heritage. These events will not only provide an opportunity for women to connect with one another but also allow them to engage with our brand on a deeper level. By fostering a supportive and inclusive environment, we aspire to build lasting relationships with our audience and become a trusted source of inspiration and empowerment.

Digital Presence: In today’s digital age, a strong online presence is crucial for connecting with our audience. ELIF will invest in a robust digital marketing strategy that encompasses social media, influencer collaborations, and content creation. We will curate visually captivating content that showcases our collections, highlights customer stories, and promotes discussions around cultural identity and fashion. By collaborating with influencers from the Middle Eastern community, we aim to amplify our reach and create authentic connections with our audience.

Conclusion: In conclusion, ELIF represents a groundbreaking approach to fashion for Middle Eastern women in New York City. By merging high-end design with cultural authenticity, we are committed to empowering women to embrace their heritage while confidently expressing their individuality. With our tagline "Uncover Fashion," we invite Middle Eastern women to embark on a journey of self-discovery through style—a journey that celebrates tradition, elegance, and the beauty of diversity. Together, let us redefine the narrative of fashion and inspire a new generation of women to uncover the fashion that truly reflects who they are.

These illustrations were created as part of a series of assignments for an illustration class at Farmingdale State University, where I explored the fusion of traditional hand-drawn techniques with digital elements. The exercises were designed to revisit the classic methods of illustration that were prevalent before the digital era, providing a refreshing perspective on how art was created when computers were not yet a tool for artists. The class emphasized the importance of understanding and mastering the foundational skills that have shaped the world of illustration, including the creation of magazine covers and album art by hand.

Engaging with this process allowed me to deeply appreciate the craftsmanship involved in classical illustration, where every line and detail was meticulously rendered by hand. It also offered a valuable perspective on how these time-honored techniques can be integrated with modern digital tools to create artwork that bridges the past and the present. This experience has enriched my approach to design, allowing me to draw inspiration from the rich history of illustration while leveraging contemporary technology to enhance my creative expression.

These 2D hand-drawn art pieces, created with both black and white and subtle color accents, were developed for a 2D design class at Farmingdale State University. This course provided a deep dive into the fundamental aspects of 2D design, focusing on the traditional, hands-on approach to art and typography.

Working with hand-drawn typography and illustrations, I gained a profound understanding of the basic principles that underpin visual communication. The class emphasized the importance of mastering these foundational skills, enabling me to develop a keen eye for composition, balance, and the use of space. By engaging with the physical process of drawing, I learned to appreciate the tactile nature of art, where each stroke and shade contributes to the overall impact of the design.

This experience was invaluable in teaching me how to convey complex ideas and emotions through the simplicity of 2D forms. The practice of hand-drawing, as opposed to relying solely on digital tools, reinforced the importance of intention and precision in every aspect of design. It also provided a unique perspective on how traditional methods can be harmonized with modern techniques to create compelling and evocative art. This blend of classical and contemporary approaches continues to influence my work, allowing me to draw on a rich history of design while embracing new possibilities.