Spring 2026 Semester, MKTG3301: Marketing Management at Northeastern University
Skills: Art Direction, Copywriting, Print Media, Adobe InDesign
"It is a risk wrapped in indulgence: a bold yet refined way to cross the threshold between feeling and action."
The Problem:
Godiva, as a chocolate company, was forged from Lady Godiva's historic tale of exposure & tension. However, we argue that this ethos of vulnerability is missing from their current marketing output.
The Big Idea:
Emphasizing the themes of unapologetic love, we propose Godiva stimulate the act of "offering oneself up to the other;" acting with unguarded passion towards another human being. We narrowed down the Ancient Greeks' 4th century BCE theory of love into three key recipients: oneself, their partner, and their neighbors, philautia, eros, and agape respectively. We channeled this overarching direction into tangible brand behavior pitches for Godiva, amplifying contemporary artists in nationwide and local scales simultaneously.
The Process:
Over the course of a term, our group of four worked through an inverted pyramid framework: linearly thinking our way through our big idea, key messaging pillars, communications plan, creative collaborators, mockups, and idea presentation. I contributed primarily to the development of the big idea and the project's art direction, working alongside my teammates to bring the vision to life. Pulling inspiration from the role models of the next generation, we underscored the urgency of our mission while being faithful to our own personal contemporary influences.
The Deliverables:
Our external brand book, available upon request, takes the form of an editorial magazine, printed and saddle-stitched. A plexiglass mirror is affixed to the front to let the viewer appreciate themselves for a moment; the underlying call to action of our proposal. We also delivered a communications plan write-up and accompanying slide deck presentation, also available upon request. Our digital edition of the document is viewable below.
