Alongside my role as a barista at an independent café in Western Australia, I took ownership of the brand’s digital presence. I managed the end-to-end social media strategy; covering content creation, filming, editing, community management, and social listening, to transform an underdeveloped platform into an active community hub.
I led the visual content strategy for the Instagram feed, capturing high-quality photography of products, specialty drinks, and seasonal promotions to build a consistently elegant aesthetic. To expand our local reach, I initiated and amplified cross-promotions with Perth businesses through collaborative posting and strategic tagging, driving both online engagement and in-person footfall.
To deepen customer loyalty, I launched a staff introduction series focused on human-centric storytelling. This initiative built immediate familiarity and rapport, encouraging customers to return more frequently and engage directly through DMs and story replies, creating a genuine sense of belonging around the brand.
Forage virtual internship
Brand Collaboration Concept
A speculative brand collaboration project developed as part of the Forage virtual internship programme. I chose With Jéan as the subject brand because it's a brand I've followed closely and admired as both a consumer and a strategist; one that helped define an entire aesthetic language online. This project explores what a brand collaboration could look like, from visual identity through to social launch strategy and community activation.
During this project, I developed a brand collaboration concept and created a mood board to establish a cohesive visual compass and clearly defined aesthetic (Australian everyday style meets resort wear).
The mood board guided subsequent assets, ensuring visual alignment and appeal to fashion-forward audiences.
I developed a social launch strategy for a capsule collection centred on community activation and organic reach. The campaign was built around a clear visual identity, incentive-driven engagement mechanics, and a CTA designed to convert passive viewers into active participants. The focus was less on broadcasting the collection and more on building a dialogue around it; turning a product launch into a cultural moment.
forage virtual internship
UX Writing & Infographic Design
As part of a Forage virtual internship, I designed a visual infographic to communicate a company's value proposition to its target consumer. I structured the information hierarchy to simplify complex technical data, converting dense content into a clean, logical visual flow. Applying UX writing principles, I crafted clear value-oriented copy supported by custom iconography and data visualisation to maximise reader comprehension.
