Mockups
Here you can view a collection of professional marketing campaign mockups that demonstrate my ability to conceptualize, design, and execute strategic brand initiatives. These mockups are built around both real and hypothetical brands, allowing for creative exploration while maintaining a strong foundation in market research, audience targeting, and brand positioning. Each project reflects a focus on developing cohesive campaign systems that align visual identity, messaging, and channel strategy.
Collectively, these mockups highlight my approach to building compelling brand narratives, crafting high-quality visual assets, and designing campaigns with clear objectives and measurable outcomes. They showcase my ability to translate strategic thinking into polished, real-world marketing executions that balance creativity with performance-driven results.
Formula One Arcade - Marketing Analysis & Redesign
Product Marketing Campaign | Campaign Strategy Building | Market Research & Implementation | Brand Redesign | Data Analytic & Research |
F1 Arcade is an experiential hospitality brand backed by Formula 1 and Liberty Media, operating across six US locations and eight globally. This project delivers a comprehensive two-part marketing analysis: a full audit of F1 Arcade’s current strategy — examining brand identity, target audience, competitive positioning, and channel mix — against the backdrop of a rapidly growing US F1 fanbase that has expanded tenfold from 5 million fans in 2018 to 52 million in 2025. The audit identifies four critical strategic gaps: no race calendar activation programme, no documented loyalty mechanism, absence from the two highest-density F1 markets in the US (Austin and Miami), and broad audience targeting that undermines the repeat visit frequency essential to eatertainment unit economics.
The second half of the project proposes a full campaign redesign built around a single strategic thesis — depth before breadth. The revised strategy repositions F1 Arcade from a novelty entertainment venue to the permanent home of F1 fan culture, anchored by the Race Calendar Strategy (24 races, 24 activations), a three-tier Race Pass loyalty programme, a College and Gen Z acquisition channel, and a revised geographic expansion roadmap prioritising Austin and Miami. New channel additions — F1 podcast sponsorships, Google paid search, and a campus ambassador programme — complement an increased TikTok presence to drive the primary KPI: four or more annual visits per customer, against Topgolf’s cautionary benchmark of 1.5.
Trailhead – Outdoor Rental Equipment Brand
Brand Design | Strategy Building | Market Research & Implementation | Content Creation |
Trailhead is a concept outdoor gear rental brand targeting occasional adventurers — people who want to hike, camp, or kayak without the financial commitment or storage burden of owning expensive equipment. The campaign strategy positions Trailhead as the approachable, barrier-removing entry point into outdoor recreation, with a core audience of urban 25–40-year-olds who are experience-driven but gear-limited. The brand’s central insight is that the fastest-growing outdoor recreation segment is not hardcore enthusiasts — it is curious first-timers and occasional participants who self-select out of experiences because of cost and logistics, not desire.
The campaign is built around activity-based kit bundles with clear pricing, a beginner-forward brand voice, and a digital-first acquisition strategy targeting intent-based search and social content. Key campaign phases include a move-in season activation targeting new residents in gateway cities, a content programme showcasing accessible day-adventure itineraries, and a partnership strategy with local trail networks and tourism boards. KPIs centre on average order value above $85, repeat rental rate within 90 days, and referral conversion, with the long-term retention mechanic built around a Trailhead membership tier for seasonal adventurers.
Grounds – University Coffee Brand
Brand Design | Strategy Building | Market Research & Implementation | Content Creation |
Grounds is a concept coffee brand built specifically for the university student experience, positioning itself not as a generic campus café but as the first coffee brand to treat college culture — the late nights, the deadlines, the social rituals — as its core product identity. The brand targets 18–24-year-old college students across high-density university markets, with a psychographic profile centred on academic grind culture, social belonging, and value-consciousness. The strategic foundation is campus-first distribution and community-first brand building, with Grounds functioning less like a coffee company and more like a campus institution from day one.
The campaign strategy prioritises a move-in week activation as the primary acquisition moment — the highest-opportunity window for new brand adoption among first-year students — followed by a milestone-based loyalty programme that rewards academic and social occasions rather than simple purchase frequency. Influencer strategy focuses on campus micro-creators and student organisation partnerships rather than traditional paid media, keeping acquisition cost low and authenticity high. Long-term KPIs track loyalty programme enrolment, repeat visit cadence within the academic semester cycle, and brand awareness penetration across target campuses, with expansion gated by successful saturation of an initial launch cohort of five to eight university markets.
