Branding and Marketing Management Portfolio

PORT FOLIO Branding & Marketing Management

Cat her ine N ovianti

About Me

HI THERE! MY NAME IS CATHERINE NOVIANTI. I am currently studying Branding and Marketing Management at VIA University College in Denmark. I come from two different countries, Denmark and Indonesia, which has allowed me to learn about different cultures.

I am a highly motivated and determined person whose dream is to work in the fashion and lifestyle industry,

I am passionate about design and learning how trends change through time. I am excited to implement what I have learned to the real world.

Catherine Novianti

My Resume

Nationality Danish & Indonesian

Education & Qualifications BA Branding & Marketing Management

Professional Skills English Indonesian Danish Photoshop InDesign Illustrator

VIA UNIVERSITY COLLEGE HERNING, DENMARK 2019 - 2020 AP Branding & Marketing Management VIA UNIVERSITY COLLEGE HERNING, DENMARK 2017 - 2019 Fashion Design & Photography ODDER HØJSKOLE ODDER, DENMARK

Microsoft Word Microsoft Powerpoint Microsoft Excel

Fall 2016

Personal Interests

Experiences

Photography

PR Communications Intern

I enjoy taking walks and bringing my camera with me to take pictures.

2020

Traveling I really love to travel to new places to explore and learn different culture.

Reading During my spare time, I like to read crime or mystery/thriller novels.

Trends I like to read articles be up-to-date with the latest fashion trends.

BAUM UND PFERDGARTEN International Ambassador 2019 - 2020 VIA UNIVERSITY COLLEGE Marketing Intern 2018 JUNO HOME Brand Ambassador 2015 - 2016 ESMEE SOMMERS

Ideation Project

PROJECT: Komono Ideation Project (2017)

CLIENT: VIA University College

SKILLS: Brand Research and Analysis Photography Graphic Design Fashion Design Advertising

PROJECT DESCRIPTION COLLABORATION:

The task was to simply create a fashion collection for a brand that doesn’t already have or sell fashion pieces,

Silvena Milcheva Dimitrova Beate Ubagovska Andzelika Kazbaraite Kristina Harajova Diana Trieu Natalia Thiel

then present the collection by our 1:5 exhibition model.

We decided to choose a Belgian brand called Komono, that sells minimalist watches and sunglasses. Inpired by their logo, we created our fashion collection and exhibition stand influenced by their logo and brand DNA. As a brander and marketer, my job was to analyze and perform some thorough research about the brand’s DNA, history, and production to create a design brief as well as business cards, organize and photographing final products for portfolio.

Ideation Project

House Doctor Project

PROJECT: Meraki House Doctor Project (2018)

CLIENT: VIA University College

SKILLS: Brand Research and Analysis Marketing Graphic Design Branding Advertising

PROJECT DESCRIPTION COLLABORATION:

This concept is about sustainability and making a difference in people’s everyday lives and local

Emma Nicole O’Brien Ieva Korne Josefina Maslova Kristina Harajova Monika Maresova

communities. It is time that every company should consider their impact on the environment.

Meraki CLEAR is a reusable packaging concept created for Danish brand Meraki by House Doctor. With Meraku CLEAR, customers will have the option to purchase Meraki’s liquid products in new and recyclable glass containers that can be reused.

With this new concept, we thrive to reduce the amount of plastic particles that go into the oceans daily.

House Doctor Project

Brand Tagline

Brand Mantra

Caring for yourself and nature

Nature, simple, care

Concept For the new Meraki CLEAR concept we combine the existing product, high quality, natural skincare products, with our new line of glass packaging that can be used again and again.

With Meraki CLEAR, customers will have the option to purchase Meraki’s liquid products in our new glass containers that will last a lifetime. To make the new way of buying Meraki products simple and easy for the customer, we are also offering the service of cleaning and refilling the products in store.

House Doctor Project

Logo

Brand Colours

Brandmark

House Doctor Project

Campaign Communication Project

PROJECT: Adidas Campaign Communication Project (2018)

CLIENT: VIA University College

SKILLS: Brand Research and Analysis Graphic Design Branding Marketing Advertising

PROJECT DESCRIPTION COLLABORATION:

In this project, we were divided into groups and had to follow a brief by Adidas from the Young Blood Awards.

Bomnuri Cravero Katarzyna Barbara Szpartaluk - Kozak Nikolett Kiraly Yara Haway Caballero

According to research by Adidas, girls between the ages of 13-17 quit sports and don’t believe they could have a career in their future.

Each group had to come up with a concept that would help Adidas to encourage young females to participate in sports. The next few pages show why London was the city chosen to launch the campaign. It will also show the idea of a documentary collaboration with Netflix, the storyboard and customer journey.

Campaign Communication Project

Golden Circle of Adidas

Our research showed that 37% of the occupants living in London were born outside of the UK. Therefore, London is a very diverse city with different people from different cultures.

Since one of our main trend is ‘Diversity’ we decided that London is a great fit for this project and concept.

The main goal of this project was to encourage young females to participate in sports. According to research, only 39% of girls in the UK between the ages of 10-17 have satisfactory level of self-esteem, while the other 61% suffer from low self-esteem. We believe that our concept has the potential to empower young females and encourage them to participate in sports.

Documentary Storyboard

Adobe Elective

PROJECT: Adobe Elective

CLIENT: VIA University College

SKILLS: Graphic Design

PROJECT DESCRIPTION During the 4th Semester, we were asked to choose our electives and I chose the Adobe elective. This elective was one that I was very excited to participate and learn.

I am passionate about learning how to use the different Adobe programmes, specifically Adobe Photoshop, Illustrator, and InDesign. I was about to learn and practice many skills and tools during this elective, which led to me being able to explore my skills more.

The next few pages show the different tools learned from the Adobe elective class.

Adobe Elective

Adobe Elective

AP Degree Final Exam

PROJECT: AP Degree Final Exam

CLIENT: OHOY SWIM

SKILLS: Brand Research and Analysis Trend Research Branding Marketing Communication Graphic Design

PROJECT DESCRIPTION OHOY SWIM is a sustainable swimwear brand that was founded in 2016 by two young Scandinavian girls, Henna and Anna. The brand inherits its design from Scandinavian minimalism and values its responsibility to look after the environment. They do this by producing their swimwear from ECONYL® yarn, which comes from discarded nylon which includes fishing nets from the sea, that then get regenerated and developed into ECONYL® yarn.

Nowadays, consumers are demanding to know more about where products are from and how they are made.

OHOY SWIM offers transparency within their brand and is proud of how their products are manufactured.

Value Proposition Canvas

Having a strong core story can contribute a lot in a person’s purchasing decision. It is important for brands to have clear and distinct values. Customers will feel like they have a connection or relationship if their values line up with a brand’s values. When this happens, the price would have a smaller contribution to their buying process as it would to a person whose values does not relate to the brand’s values.

Marketing Plan

AP Degree Final Exam

The concept is focused on current trends; sustainability, transparency, and women’s empowerment. OHOY SWIM already has sustainability and transparency in the brand’s values, so the brand will implement women’s empowerment into their new campaign. OHOY SWIM will replace their current packaging to reusable bags that is sewn by women in Sri Lanka.

The campaign will still maintain OHOY SWIM’s values in sustainability while giving women the opportunity to earn money for their family.

The influencers in the next page are women who are based in the top countries with OHOY SWIM’s customers. The four women were specifically chosen because of their common interest in sustainability and living a healthier lifestyle.

It is important to carry out research about the influencers before contacting and asking for a collaboration. Because the person who represents the brand and their products should fit into the brand’s values and beliefs.

Potential Influencers

RACE Analysis (Digital Marketing Plan)

Common Module Project

PROJECT: Common Module Project

CLIENT: FDB Møbler

SKILLS: Trend Research and Analysis Furniture Design Graphic Design Branding Marketing

PROJECT DESCRIPTION COLLABORATION:

As a part of our 5th semester exam, students from different specialties were put together in a group. Our

Milena S. Hundt Christina Ravn Torstensen Camilla Holm Pallesen Peter Serup Jensen

task was to come up with a concept for a Danish furniture brand, FDB Møbler, with the implementation of current trends and the UN’s 17 Sustainable Development Goals.

With the use of trend analysis and target group research, the group came up with a concept that is targeted at a younger target group (age 20-35) and was built based on three trends; rental, small living, and ‘hermit’ generation - A ‘Self-Built Subscription’ (SBS) combined with a cleat system.

Trend & Sociology Research

According to a survey we conducted for people between the age 20-35 years old and living in Denmark, most of them have never heard of FDB Møbler. This is interesting because FDB Møbler is a very popular brand among the older Danish demographic, but apparently not with the younger consumers.

By looking at statistics from Dansk Statistik, it shows that people between 20-29 years old are the ones that move around the most. They are one of the biggest target groups for renting apartments.

With 4 out of 5 between the age of 20-30 lives in a rental apartment. They are also the group with the lowest income.

Based on the data collected, our target group has a need for furniture that can fit into small apartments. There is also a need for these furniture to match a low income.

Design Sketches

Customer Journey Map

Prototype: Website

Digital Sales

PROJECT: Digital Sales

CLIENT: VIA University College

SKILLS: Trend Research and Analysis Market Analysis Graphic Design Branding Marketing

PROJECT DESCRIPTION COLLABORATION:

The concept and brand created for this task is a feminine hygiene monthly subscription kit and with it, digital

Noomi Mikkelsen

platform. The monthly subscription kit was created to provide women with ease, punctuality and a some-what sustainable (delivery will not be sustainable) solution for their monthly period. The kit will consist of several feminine hygiene products that can be tailored and selected according to the costumer by the use of the Fleur website.

Overall, this kit is designed to suit an environment conscious and modern woman to allow her to live her lifestyle without having to deal with the inconvenience of picking up feminine hygiene products.

The Golden Circle

What How Why

WHY: With this brand we want to provide women with convenience, comfort and a strong sense of trust. We wish to relieve the “climate change burden” for consumers by providing them with organic, biodegradable and sustainable production. We believe that every modern woman deserves a strong sense of empowering feminism with the feminine products she purchases.

HOW: We will give women a sense of empowerment, trust and comfortability in regard to their monthly cycle.

WHAT: We will provide women with a modern monthly feminine hygiene kit. This kit will provide women with sanitary products, additional items that are suitable for their specific cycle. The concept overall will provide them with an online platform that gives them access to knowledge in regard to women’s health blog posts, more products and a community in the form of the Fleur Club.

Online Value Proposition Clean and easy to navigate website

Graphic illustration and beautiful pictures of products

Clear page titles and description when people search our brand

A Fleur Kit quiz that makes the subscription process easier

Very forward and strait to the point information

Fleur Club Loyalty Programme

Chatbox to answer user’s questions

Fleur Blog

Offer different ways to pay, ex. Debit,

Fleur Partner (Clue)

credit card, mobilepay, apple pay and paypal.

Fleur needs to utilize its consumer insight to create an online CX that is smooth and rewarding. This is why elements such as the Fleur Club, Fleur Blog, and the Fleur Quiz were made, they provide ease and entertainment for customers visiting the site making it a rewarding experience.

Recommendation Letter

Recommendation Letter