My career goal is to work as a media strategist, helping companies become more socially conscious brands. I believe that companies that reflect social issues in their messaging are better able to connect to consumers. In the long term, I aspire to build and lead my own brand that reflects these same commitments to sustainability, equity, and transparency. The work in this portfolio showcases the research, analytical, and communication skills necessary to establish a socially conscious brand.
I proposed a policy brief on company childcare services for PCL Construction, reflecting my commitment to social issues. I used statistics and prior research to highlight the challenges faced by working parents in finding childcare and to provide a plan of action. In my policy brief, I demonstrate my ability to craft messaging that integrates ethical considerations with corporate objectives. I highlighted how social initiatives can increase brand identity and competitive advantage.
My presentation is an analysis of how social media platforms were used to spread propaganda by Donald Trump after the 2020 U.S. election. The presentations highlight my understanding of narrative framing in online communities and how algorithms reward certain narratives over others. As a future media strategist, understanding how messaging can shape how people plan and respond to situations is critical. I believe communication must accurately portray facts and counter misinformation. This analytical skill is complemented by my digital production portfolio, where I apply typography, contrast, and compositional design principles to create visually coherent messaging. The aesthetics of branding are important because they reinforce the brand’s values and messaging. Finally, my analysis of parasocial interaction in K-pop demonstrates my awareness of how digital audiences form attachments to brands and public figures. Brands rely heavily on trust, authenticity, and even an understanding of parasocial dynamics to cultivate engagement and build brand reputation. Brand reputation is important in the current economy, where multiple brands compete.
Collectively, these works reflect my ability to combine research, strategy, ethics, and creative design skills essential to shaping impactful media campaigns and, ultimately, building a brand reputation rooted in social responsibility.