This project is inspired by Dallas-based lifestyle brand By Way of Dallas, founded by Treyvon Green, who helped grade this assignment. Students had to create a similar branding concept introducing a place near and dear to their heart, with a merch line, an experience, and social media posts. Here I chose Saigon, the city I was born and raised in.

In order to increase brand love among Gen Z for our client, John Deere, I worked in a group of 5 to create a curated campaign that targets Gen Z, including a hero video and a virtual experience via Fortnite and a big collaboration with a streamer.

Working alongside Carl Kenney, a UNC professor and editor-in-chief of the Durham Voice, a digital journalistic experience, this semester-long project requires us to revamp the Durham Voice to a more user-friendly website. The project requires many UX researching steps, including audience analyses, persona posters, and creating wireframes.