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h a n n a h elizabeth p h a n g


Contents Introduction Education

2D Studio Styling Bike Garage Rental Systems in Fashion Alternative Consumer Systems Louis Vuitton Campaign The Zonnic Mint The Growler Station Nest: Immediate Solutions Bras That Boost

Experience

AllSaints Watson & Company Kenton Magazine

Sources Contact Information


hannah elizabeth phang

We are what we repeatedly do. Excellence, then, is not an act, but a habit.

Aristotle

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hannah elizabeth phang

My mother once told me that the meaning of life is to leave the world in a better place than when you first arrived.

Throughout my life I have tried to make decisions in accordance to this idea and those decisions have led me here. In high school I excelled in math and science but what I really found intriguing and powerful was art and fashion. To pursue this outside of my regular academic studies I took various art, fashion illustration, and sewing courses. Although I did not know where these contrasting passions would take me, I knew that preparation would lead to opportunity. One main decision that I made in my life was to attend Parsons the New School for Design in New York City. When I first started I majored in Fashion Design but I later chose to transfer to the Strategic Design and Management program. I had completed the required foundation year for all design majors where I learned a variety of arts, techniques, perspectives, and history. It was that year that I discovered the Strategic Design and Management program, a Bachelor’s of Business Administration at a top design school. It was the opportunity I had been preparing for. Over the years I have spent in the BBA program, I have gained new insight and experience from each of my courses as well as my internships. This major has allowed me to explore and learn about business from an alternative perspective, one that stems from innovation and creativity. Each of my courses have aided in my underrstanding and knowledge of the design industries as a whole and how these industries can help to shape the future of our world. Strategists and designers are essential for solving the problems that others have created while also innovating to prevent further destruction. Through my education and experience, I aim to be an innovator and business leader who creates a positive force for our world through extraordinary work. Of course, in addition to making my mother proud.

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Education


Color & Pattern From this 2D course I was able to create paintings and collages from the knowledge I have acquired about color theory and patterns.

Parsons the New School for Design 2D Studio Fall 2009 - Spring 2012


hannah elizabeth phang

2D Studio

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hannah elizabeth phang

Situation

Using color theory and patterns create collages and acrylic paintings.

Approach

Using design principles, texture, value, space, hue, saturation, and color harmonies, I explored patterns in the context of problems involving harmony and contrasts, spatial relationships, sequence and transformation. I experimented with patterns on paper and then with color on Illustrator or Photoshop in order to create a refined design to be the subject of an acrylic painting.

Outcome

Acrylic paintings on illustration board, digital files of designs, and magazine collage.

2D Studio

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Styling From this course I completed in Paris I created photographs featuring my styling concepts

American Intercontinental University Paris Program Styling Summer 2011


hannah elizabeth phang

Styling

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hannah elizabeth phang

Situation

Create various visual fashion stories through clothing, accessories, props, location, and photographic style.

Approach

I imagined a story that relates to the topic of each project. Using my own items, or creating new items and posing as the model or using a classmate for the model, I created photographs in specific locations. Once the photoshoot was complete I would edit the photographs on Photoshop and then select the top five images.

Outcome

From this I was able to understand the various elements involved in styling and the resulting visuals.

Styling

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Bike Garage Bike Garage is a business plan that embodies sustainability. By making biking a more attractive option for New Yorkers and by helping to build a larger and better bike community, we aim to encourage sustainable transportation.

Parsons the New School for Design Econ and Ethics of Sustainable Design Team: Julia Feldman, Kay Olivia Keren, Hannah Phang, Olivia Tucker Fall 2011


hannah elizabeth phang

Situation

Businesses and corporations have a large role in determining the future of the environment. Many companies today have caused more harm than good. There is a need for businesses to embody sustainability in their structure.

Approach

Our team chose to study transportation in New York City specifically bike riding. Although bike riding is popular in New York, we believe more people would be likely to join in if it was an easier, safer, and more convenient. We planned to accomplish this goal by creating bike parking venues throughout the city. This would tackle the issues with current bike parking and theft. These venues would also serve as coffee shops and meeting places to create community and provide convenience especially for commuters. Each element of our business plan was analyzed in terms of sustainability, to ensure we were not harming the environment while promoting that others aim to mitigate environmental negligence.

Outcome

This business would bring the bike community in New York closer together and stronger by spreading advocacy of biking and sustainability.

Bike Garage

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Rental Systems in Fashion Because of my interest in fashion and sustainability I wanted to explore the rental systems popping up in the fashion industry and the sustainable and unsustainable elements of them

Parsons the New School for Design Senior Seminar: Sustainable Imperative Fall 2012


hannah elizabeth phang

Situation

The fashion industry is fueled by products and consumerism which has evolved into a completely unsustainable cycle. Western societies have constant desires for more and more items.

Approach

I was very attracted to Marx’s ideas on ownership as well as the concept of “cradle to cradle” by McDonough and Braungart. As a result I chose to bring these ideas to my interests in fashion and consumer systems. Fashion companies, such as Bag, Borrow, or Steal, offer rental systems where customers can rent fashion items for periods time and then return the items to the company after that period for someone else to then rent and use. This idea challenges our current consumer system as it changes our focus from ownership to experience. I analyzed how companies are currently responding to wasteful consumerism and what are the next steps for the future of fashion

Outcome

Companies are beginning to emerge that challenge the way we currently think about consuming fashion but we must look at the other aspects that are unsustainable and how they can be altered.

Rental Systems In Fashion

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Alternative Consumer Systems Consumerism is becoming an increasingly concerning issue so I explored alternative systems that are more than the traditional cradle to grave process.

Parsons the New School for Design Fashion and Ethics Fall 2012


hannah elizabeth phang

Situation

The forceful consumer system that fashion runs on is not sustainble however there are other systems that exist in fashion which exercise alternative business structures that are more sustainable.

Approach

With a great interest in sustainability and fashion I chose to look at these less wasteful alternative systems that currently exist. One system that has been in existence for some time now are thrift stores. Thrift stores take used clothing and re-sell the items from a discounted price, which extends the life cycle of clothing and accessories. Another system that is the next step from thrift stores are companies that take used or existing clothing and alters and recreates the clothing to bring a new life to old clothing, again extending the life cycle of the garment. A newer system to the fashion industry are rental systems where customers can use items for a designated period of time allowing more people to get use from one item. I also explore other sustainable concepts that are emerging in fashion such as slow fashion. For each system or concept I analyze the sustainable elements as well as areas of improvement.

Outcome

A realization that the current consumer system did not always exist and therefore it will change in the future. Systems and companies are continually evolving and innovating to be increasingly sustainable. Alternative Consumer Systems

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Louis Vuitton Campaign Luxury designers have amazing campaigns each season but I wanted to create a target market specific campaign for Louis Vuitton to be featured in Teen Vogue.

Parsons the New School for Design Advertising Strategy Spring 2011


hannah elizabeth phang

Situation

Existing advertising campaigns may not be as successful as they could be because they cater to a wide target market, leaving some consumers to feel too disconnected from the brand identity. Using in depth research about the campaign, the company, and their industry to analyze the information collected, an appropriate creative advertising solution can result.

Approach

I chose to pose as the advertising agency Ogilvy and Mather who was hired by Louis Vuitton for new advertisements to be featured in Teen Vogue. Louis Vuitton uses the same campaign photographs in all magazines they advertise in and I believe they could use more appropriate campaign strategies depending on their different target audiences. I chose to focus on their advertisements for their Spring/Summer 2011 collection in Teen Vogue magazine as targeting younger audiences is a key strategy for the luxury industry and demand for high end products in youth markets is increasing.

Outcome

A complete advertising plan created from company and industry research and analysis created for a specific target audience.

Louis Vuitton Campaign

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The Zonnic Mint Niconuvum is a nicotine alternative company owned by Reynolds America. My partner and I created a full marketing plan to introduce their product The Zonnic Mint.

Parsons the New School for Design Marketing Partner: Olivia Tucker Spring 2011


hannah elizabeth phang

Situation

Create a full marketing plan for an existing product of a Fortune 500 company.

Approach

Reynolds America is one of the top tobacco companies in America. We selected to market a cigarette alternative product from their Niconovum company. We wanted to market this nicotine alternative product, a discreet breath mint, as part of a healthy lifestyle, not as just a way to quit smoking. We also furthered the user experience by creating a digital platform, an online support system, as another way to differentiate ourselves.

Outcome

A complete marketing plan for a new nicotine alternative product to introduce the smoking aid into American markets.

The Zonnic Mint

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The Growler Station This start-up company initially was marketing towards a niche market of true beer conisseurs however we felt re-branding the company could help them to increase business and brand awareness.

Parsons the New School for Design Strategic Management Team: Angela Neal, Andrea Pardo, Hannah Phang Fall 2012


hannah elizabeth phang

Situation

Many start-ups, after initial growth, get trapped by their original plans that can hinder further growth.Implementing strategic plans for emerging companies can improve and grow their business by using theories of strategic development.

Approach

Along with my group members we completed a full analysis of the start-up company, The Growler Station, which offers take-home craft beer in the traditional system of growlers. After finding all relevant details about the company, we created a strategic plan based off of theories we have learned and research we found about the best ways to promote the business to help them be increasingly successful. We chose to create a marketing and branding plan that focused on the sustainable aspect of growlers to encourage people to enjoy beer with less waste. By creating personas that summarize the companiy’s customers we better understood what the company needed to further penetrate the market including new branding, introducing events such as tastings and beer lessons, and event sponsoring.

Outcome

A new branding and marketing plan for The Growler Station to further penetrate the market.

The Growler Station

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Nest This project, Social Media Social Good Social Impact, involved extensive research allowing us to create multi-level solutions to help solve a major problem. My group looked at health care in America and how Western culture has led us to always expect immediate solutions, which are not always the best option.

Parsons the New School for Design Research and Development Advanced Methods Team: Lucinda Bellm, Nicole Coiffe, Erica Kirsch, Hannah Phang Spring 2012


hannah elizabeth phang

Situation

Design processes can identify and explore both urban and universal humanitarian, social, and cultural issues. Using extensive reseach to analysis these issues, successful negotiations and solutions can result.

Approach

After exploring multiple topics, our group, known as Nest, narrowed down on the subject of health in the Western culture. We gathered information including how our health has gotten to where it is and why, who played the major roles in determining this state, and what people and companies are doing to take a step in the right direction, away from this hole we have dug ourselves in. From our research we were able to create solutions that we believe will help people want to take interest in their health so they can decide for themselves what is best from them, instead of being told what is best for their health. Our team created a book featuring our extensive research, our insights, processes, and solutions.

Outcome

Solutions that could help lead Americans to invest more personal interest into their health by looking at the causes of issues, and not jumping for immediate solutions.

Nest

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hannah elizabeth phang

Nest

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Bras That Boost This business was created for the unmet need of building and rebuilding a positive body image for women who have undergone mastectomies and we did this by creating a mastectomy fitting service and support system.

Parsons the New School for Design Business Models and Planning Team: Caroline Chojnacki, Jaime Crupi, Hannah Phang, Nivriti Roddam Spring 2012


hannah elizabeth phang

Situation

New business models are needed to solve unmet needs in many different areas, including health. Women who have undergone mastectomies often develop body image issues as a result of their diagnoses and treatments and solutions to build and rebuild a positive body image are needed.

Approach

In order to create a business plan that meets this unmet need, my group researched the mastectomy bra fitting industry to decide on and create our product features and benefits, the organizational structure of our company, the customers, our competitors, our promotion strategy, how we would measure success, details of our product and service, the financial plan, and plans and goals for the future.

Outcome

From creating a detailed business plan we can speculate that our business caters to an unmet need and is a viable business plan to help rebuild positive body image for women who have been dianosed and treated for cancer.

Bras That Boost

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Internships


AllSaints All Saints Spitalfield is a British fashion brand that arrived in America in 2010.

Public Relations and Digital Communications Internship Fall 2010 - Fall 2012


hannah elizabeth phang

Situation

There is a need to increase brand awareness. Through AllSaints’s partnership with Polyvore, engage Polyvore users to achieve top impressions and engagements.

Approach

Strategically promote relevant items, create collections and sets, promote user created sets, and interact with users. From this analyze what decisions get the best response from users and adapt the strategy accordingly.

Outcome

From the activities on Polyvore that I am responsible for, AllSaints is the top ranked brand on Polyvore. Online sales have increased since I began leading the AllSaints Polyvore page.

All Saints

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hannah elizabeth phang

Situation

Press events are created to present new collections to fashion influencers. For the Autumn/ Winter 2012 collection, All Saints hosted a three day press event for editors, bloggers, and members of the fashion industry to get first looks at the new collection.

Approach

I helped the All Saints press team to set up the press event which was hosted at OpenHouse Gallery in SoHo. During the event I was able to learn about the collection from the head designer to understand the design, material, and asthetic choices and details. I created gift bags for guests who attended the event, posted to the company’s social media sites during the event, and greeted and checked in guests upon their arrival.

Outcome

The Autumn/Winter 2012 press event created buzz and awareness about the upcoming collection to be introduced into stores later in the year.

All Saints

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Watson & Company Watson & Company is a design and branding firm providing a wide range of services for a variety of clients.

Administrative and Marketing Fall 2012 Internship


hannah elizabeth phang

Situation

As a relatively new company, Watson & Co lacked a social media presence. My role in the company was to develop and implement a social media strategy.

Approach

By creating different strategies for Facebook, Twitter, and LinkedIn, I aimed to expand our reach to potential fans, friends, followers, and clients. The Facebook page aimed to be a window into what studio life is like at Watson and Company featuring photos of projects, events the team hosts or attends, and other more personal tidbits. Twitter is a great way to share relevant articles and information therefore our Twitter strategy is to show that Watson and Company is very up to date with what is going on in and outside of the design industry. Beacuse of the professional nature of LinkedIn, the Watson and Company page shows our portfolio of work and press and recognition for the work we have created.

Outcome

There has been a steady increase in likes, followers, and connections since I implemented the stated social media strategies. The creative director states that there is a noticeable difference in people’s awareness about the brand.

Watson & Company

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Kenton Magazine Kenton Magazine is an online fashion and lifestyle magazine for young men and women.

Internship Editoral and Fashion Assistant Spring 2011


hannah elizabeth phang

Situation

Kenton Magazine produces original editorial work where I assisted on photoshoots with styling and created editorial layouts.

Approach

For each photoshoot I assisted on, I helped the magazine’s Editor-In-Chief with styling decisions for the subjects based on the look as a whole, the personality of the subject, or the story we were aiming to tell. I took a similar approach when creating the final editorial layouts by focusing on the subject and the story.

Outcome

Successful fashion editorials that tell a story and complete and satisfying styling looks.

Kenton Magazine

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hannah elizabeth phang

Photographs Sources of photographs not owned by Hannah Phang

http:// gsresidency. surgery.med. ubc.ca/ 2012/06/07/ welcome-to-the -ubc-generalsurgery-residen cy-programwebsite/ vancouver-bc/

allsaints.polyvore.com

http://cravecanada.com/ featured/10top-places-visitcanada.html

allsaints.polyvore.com

http://www. architecturebuildings.com/ sheila-c-johnson-designcenter-in-newyork-unitedstates-by-lynrice-architects/ view-sheilacenter-frontdesign-logo/

allsaints.polyvore.com

http://rightinfrontofme.files. wordpress. com/2012/08/ bikes.jpg

http://www. watsonnyc.com/

http://upload. wikimedia.org/ wikipedia/commons/5/56/ Union_Sq_ bike_parking_jeh.JPG

https://www. facebook.com/ pages/WatsonCompany/

http://jscms.jrn. columbia.edu/ cns/2007-1211/jhee-renta designerbag/2007091 1_handbags_001. JPG/asset.jpg

http://www. canlifestyle. com/blog/wpcontent/ uploads/2012 /11/ newspace_11024x685.jpg

http://www. crunchbase. com/assets/ images/ original/0018/ 2684/182684 v2.jpg

http://data. whicdn. com/images/20957379/ cigarette-girllipstick-pinksmoke-Favim. com-263510_ large.jpg

http://www. zonnicusa.com/img/ slide_product1.png

http://abovestandardissue. files.wordpress. com/2012/02/ dsc_0018.jpg

http://www. modelinia. com/_content/slideshows/529/ images/Louis. Vuitton_SS.10. png

http://cdn. sheknows.com/ articles/breastcancer-3-daywalk-closingceremony-4% 281%29.jpg

http://www. komennyc. org/images/2012/2012 _race_survivor900.jpg

http://images. allsaints.com/ downloads/ Image/ new_home60-quality.jpg

http://strategicsocialmedianc. com/WP/ wp-content/ uploads/ 2011/10/ Social -Media-facebook-twitterlinkedin-icons. jpg

https://twitter. com/Watson_ and_Co

http://kentonmagazine.com/

http://kentonmagazine.com/

http://kentonmagazine.com/

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Through endeavor to the stars


Hannah Elizabeth Phang 917.608.2463 hannahephang@gmail.com hannahelizabethphang.com

Hannah Phang  

Fall 2012 Parsons BBA Strategic Design + Management Portfolio

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