PR 524 Portfolio
In my PR Brand Storytelling class, I reimagined the launch of Roku Gin to reflect the rise of mindful consumption. I created Roku Gin Zero, a non-alcoholic alternative for health-conscious consumers seeking balance. The campaign included OOH advertisements, branded social media content, and a supporting blog post to drive awareness and engagement. The project was rooted in cultural insight and brand alignment, showcasing how traditional luxury can evolve with modern values.
For Tiffany & Co., I identified a gap in its connection with Gen Z and developed Milestones, Marked in Blue, a campaign repositioning Tiffany as a brand for self-celebration, not just romance. The concept emphasized personal milestones like promotions, graduations, and fresh starts, aligning with the values of young, self-empowered women. Through storytelling, design strategy, and campaign messaging, I worked to shift brand perception and build deeper emotional resonance with a new generation.
As part of my Multimedia Digital Design course, I created Mom’s Mixtape, a fictional music app tailored to the rhythms of modern motherhood. The brand centered around curated playlists, from nostalgic throwbacks to calming tracks, designed to reflect a mom’s emotional landscape. I developed a full visual identity including a logo, style guide, social content, poster design, and a PR launch package. The project merged strategic storytelling with cohesive design to build an emotionally resonant user experience.
I have a diverse background working in both in-house and agency settings. My experience includes corporate communications for a mental health nonprofit and a skincare brand, as well as PR work across the gaming, tech, travel, and hospitality industries. I’m especially eager to continue growing in the travel space, helping brands share their stories and bring their visions to life.
I am a Senior at the University of Southern California majoring in Communication at the Annenberg School for Communication and Journalism with a minor in Marketing at the Marshall School of Business. I am simultaneously pursuing a progressive master’s degree through Annenberg’s Public Relations & Advertising program.
I’m always open to connecting. Feel free to reach out. I’d love to connect!
Email: afinnie@usc.edu
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