Fine Bone is a ceramic sexual wellness brand whose hero product — the Prudence massager — was experiencing inconsistent sales throughout the year. The brief was straightforward on the surface: find a way to drive consistent revenue year round.

Most teams would have reached for a campaign. We didn't. Instead, we asked a more fundamental question: was Fine Bone speaking to the right audience in the first place?

Our answer was no. And that insight changed everything about our approach — rather than pushing harder to the existing audience, we identified a larger, more commercially viable market that the brand was almost completely ignoring.

Rather than a one-off campaign, we proposed something that would live on the Fine Bone website year round — a curated gift box designed specifically for women navigating menopause and later-life sexual wellness.

The box brings together the Prudence massager alongside carefully selected partner products from smaller sexual wellness brands — each chosen for their relevance to the menopause experience.

Permanent on the website rather than seasonal, the box creates a consistent revenue stream that doesn't depend on a calendar moment to perform.

Good Housekeeping has been part of women's lives for over 100 years — trusted, iconic, and at risk of becoming irrelevant to the very people it was built for.

Our brief was to bring GH's loyal readers onto their app and grow a new digital audience — without stripping the brand of the radical, progressive identity that made it matter in the first place.

I joined as Account Manager and Finance Lead, and treated it less like a uni assignment and more like a real client relationship — because it was one.

Instead of treating GH as a standalone campaign, we designed a strategy that used the whole Hearst network. Placing the podcast inside Cosmo's editorial pages wasn't just about awareness — it was about meeting a younger audience exactly where they already are.

GH subscribers discover Hearst's wider titles. Cosmo readers discover a podcast tailor-made for the next chapter of their lives. A flywheel built into the Hearst ecosystem itself.

As Finance Lead, building this funnel was where the storytelling met the spreadsheet. Starting with over 500,000 reachable through Hearst's combined reach, the model projects 150,000 listeners, 15,000 active engagers, and a target of 1,500 paid subscribers by month six.

The funnel isn't just a projection. It's the story of how attention becomes a business.

The activewear market is one of the fastest-growing in the world — but for all its scale, it has a representation problem. Research I conducted during Lili's development found that 67% of women felt fitness advertising made them more self-conscious rather than more confident.

I created Lili to fill that gap — not with generic empowerment messaging, but with something far more specific: a brand with a real place, a real story, and a founder willing to put her name to it.

What makes Lili genuinely different is the specificity of its origin — and the fact that origin is personal. I am from Bermuda. I grew up on that island, with those colours, that light, that culture. Lili isn't inspired by Bermuda from a distance. It comes from the inside.

I created this brand because I wanted to showcase the beauty and importance of the place I'm from — and because I believe the most powerful creative work always comes from personal passion and lived experience.

The brand's name references the Easter lily, Bermuda's national flower — chosen for what it represents: resilience, natural elegance, and strength beneath softness.

In an industry saturated with manufactured aesthetics, a brand rooted in a real place, a real founder, and a real story becomes inherently, almost defensibly, differentiated. That is the strategic asset.

The visual identity was built around the same principles as the strategy: nothing arbitrary, everything rooted. The script wordmark references the handwritten, personal quality of the brand — a founder's name, not a corporate logo.

The colour palette draws directly from the island — pink sand, turquoise water, warm cream, soft coral — creating a visual world immediately distinctive in a category dominated by black, grey and neon.

The editorial photography direction centres on movement, light and landscape — women in Lili, at ease in the world, rather than performing fitness for a camera.

A portion of every Lili sale goes back to Bermuda — a promise that transforms every purchase into a small act of cultural participation.

This is not cause-marketing bolted on after the fact. It is built into the brand's identity from day one. Specificity is credibility — and Lili names a specific island, a specific founder, and a specific cause.