PENNELLA
Integrated Fashion Brand & Advertising Strategy​For this project, I developed Pennella, a fictional luxury womenswear brand, as part of a fashion merchandising and advertising course. The assignment challenged me to build a cohesive brand from the ground up, using consumer research and strategic thinking to define the brand’s identity, target market, messaging, media strategy, and creative direction.​

Throughout the project, I developed a situation analysis, communications brief, integrated media plan, creative campaign, and KPI strategy to create a unified brand experience. Pennella’s positioning centers on exclusivity and individuality, offering distinctive luxury pieces designed for consumers who want to stand apart from the everyday fashion landscape.​

This project allowed me to combine my interests in fashion, consumer insight, branding, and advertising while developing a campaign from initial research through creative execution.