With a background spanning luxury, fashion, lifestyle, beauty, food, and future innovation, I work across strategy, copywriting, and creative direction to develop brand worlds that feel as good as they look.

Case study: Ignite your imagination

The Challenge

In a saturated event landscape and rapidly shifting automotive industry, the automotive event format IAMS needed to evolve. The goal: move beyond showcasing vehicles to create a story-first platform that reflects how people feel, live, and imagine mobility — now and into the future.

IAMS Automotive Lifestyle and Mobility Innovation

My role: Move beyond showcasing vehicles to create a story-first platform that reflects how people feel, live, and imagine mobility — now and into the future.

Concept & Brand Narrative

  • Developed the theme “Ignite Your Imagination” — positioning IAMS as a playground for future mobility and lifestyle innovation.

  • Framed the brand’s tone of voice through a detailed manifesto, rooted in behavioral change, sustainability, and consumer curiosity.

Audience & Insight

  • Conducted extensive research into future mobility trends, consumer behavior, and psychographic profiles.

  • Defined inclusive audience segments: from hypercar fans to eco-conscious tech lovers and families seeking immersive experiences.

Messaging & Copywriting

  • Wrote all key messaging: from event zones to stage concepts, campaign headlines, program narratives, and sponsor communication.

  • Created narrative pathways for each experiential zone (Esports Arena, Car Catwalk, Iconic Area, Hospitality Zones).

Strategic Structure

  • Mapped the event’s story arc — from immersive entry to keynote stages and test drive zones.

  • Developed a program logic tied to emotional flow, discovery, and sensory contrast.

Mentorship & Collaboration

  • Coached the marketing team in aligning visual design with concept tone and brand narrative.

  • Collaborated with internal teams and external agencies to ensure cohesion across strategy, spatial design, and brand expression.

The result: Ignite Your Imagination” — A playground for future mobility and lifestyle innovation

The result: Ignite Your Imagination” — A playground for future mobility and lifestyle innovation

What I Delivered

  • Complete concept and storytelling foundation for an event projected to attract 100,000+ visitors by 2030.

  • Strategic brand narrative built on future mobility, cultural relevance, and community connection.

  • A flexible yet unified event format and structure for marketing, sales and pr campaigns, including speaker programming, and cross-channel content activation.

“Reimagining the traditional car show as a futureforward cultural destination”.

Case study: Diamond-Infused Beauty, Reimagined
Client: ONA Group
Year: 2024 / 2025
Industry: Events, automotive, lifestyle,
Scope: Creative Strategy, concept development, brand narrative, copywriting, experience design, team mentorship

This case presents the original strategic concept and brand narrative. While elements of the final execution were adapted by internal teams, the foundation — audience insight, storytelling structure, and experiential direction — remains central to the project’s outcome.