Hi I’m Helina!

Brand Manager + Strategist

View a snapshot of my work below and click “ Learn more” for a full case study!

Winston-Salem, North Carolina

The Ask: Develop a campaign to attract Gen Z to Winston-Salem, North Carolina.

The Challenge: Winston-Salem is relatively unknown and perceived to have nothing to do, compared to other cities in North carolina; especially among the Gen Z demographics.

Opportunity: Gen Z is known to be against hustle culture,yet, they paradoxically finds themselves drawn to metropolitan areas that embrace such a lifestyle. Genz is looking for a place where they can adult without the extreme hustle that comes with trying to survive in a big city.

The Solution/Strategy: Embrace the city's perceived dullness and market it as "The Thrill of Boring."

Tourism’ campaign

Intern Project

The Variable: 2023

Brady United Against Gun Violence

Non-profit

The Ask: Develop a strategy for Brady to effectively support Team Enough, a youth-led organization dedicated to combating gun violence.

The Challenge: As adults who are often seen as dominating the conversation on gun violence, our challenge is to shift the focus and genuinely give the mic to youth.

Opportunity: Empower youth voices by creating a platform that amplifies their perspectives and experiences, making their message more impactful and relatable to a broader audience.

The Solution/Strategy: Launch a streetwear brand that becomes a storytelling platform for Team Enough, enabling them to share their experiences and advocate for change in an authentic, youth-centered way.

VCU brandcenter project

Live Client

Guzo

The Ask: Develop a strategy for Brady to effectively support Team Enough, a youth-led organization dedicated to combating gun violence.

The Challenge: As adults who are often seen as dominating the conversation on gun violence, our challenge is to shift the focus and genuinely give the mic to youth.

Opportunity: Empower youth voices by creating a platform that amplifies their perspectives and experiences, making their message more impactful and relatable to a broader audience.

The Solution/Strategy: Launch a streetwear brand that becomes a storytelling platform for Team Enough, enabling them to share their experiences and advocate for change in an authentic, youth-centered way.

Travel app

VCU brandcenter project

Dr. Pepper X GDY

The Ask: Propose a cross-brand collaboration between Dr Pepper and a brand from a distinct category that benefits both from a business standpoint.

The Challenge: Find synergies between two distinct brands to create a partnership that is both authentic and mutually beneficial.

The Opportunity: Dr. Pepper’s bold energy and Good Dye Young’s creative self-expression align to engage younger, adventurous audiences across industries.

The Solution: Partner with Good Dye Young to create co-branded campaigns and products that celebrate individuality, blending Dr Pepper’s playful identity with bold hair care creativity.

Brand Collab

VCU brandcenter

First year project

Greenswell Growers

The Ask: Develop a strategy for Brady to effectively support Team Enough, a youth-led organization dedicated to combating gun violence.

The Challenge: As adults who are often seen as dominating the conversation on gun violence, our challenge is to shift the focus and genuinely give the mic to youth.

Opportunity: Empower youth voices by creating a platform that amplifies their perspectives and experiences, making their message more impactful and relatable to a broader audience.

The Solution/Strategy: Launch a streetwear brand that becomes a storytelling platform for Team Enough, enabling them to share their experiences and advocate for change in an authentic, youth-centered way.

CPG

VCU brandcenter X Live client

Went into production!

Kiramoon SkinCare

The Ask: Develop a strategy for Brady to effectively support Team Enough, a youth-led organization dedicated to combating gun violence.

The Challenge: As adults who are often seen as dominating the conversation on gun violence, our challenge is to shift the focus and genuinely give the mic to youth.

Opportunity: Empower youth voices by creating a platform that amplifies their perspectives and experiences, making their message more impactful and relatable to a broader audience.

The Solution/Strategy: Launch a streetwear brand that becomes a storytelling platform for Team Enough, enabling them to share their experiences and advocate for change in an authentic, youth-centered way.

Beauty Brand

Freelance strategy consulting