Research the organization, brand components, audience, market and touchpoints; compare three competitors; complete a SWOT; turn the evidence into insights.
All work
Brand worlds & participation
Inside the Gold
Turn the ritual of unwrapping into a place to explore.
Project status
Independent brand-world proposal · Sheridan College, Branded Experiences, Winter 2025 · Concept visualizations
My contribution
Brand strategy, identity system, touchpoint studies and immersive visitor narrative.
Brand strategy · Identity · Experiential design
A brand system, traced from audit to experience.
This independent concept reimagines Ferrero Rocher through research, strategy, identity and a proposed participatory environment. The work moves from evidence to a visual system, then asks how that system could become something visitors actively shape.
Project boundary. This is an independent portfolio concept, not work commissioned by Ferrero. The immersive environment is a researched proposal, not a built or user-tested installation.
- 01Brand auditRead the brand, market and touchpoints before deciding what should change.
- 02Strategic recommendationsDefine a more useful role for the brand than seasonal gifting alone.
- 03Identity systemTurn the strategy into rules that can flex without losing recognition.
- 04Immersive experienceTranslate the identity into a participatory journey from grove to gift.
Phase 01 of 04
Brand audit
The audit moved from product and brand history into physical, digital, human and experiential touchpoints. Comparing Lindt, Ghirardelli and Toblerone helped reveal a more specific opportunity: move Ferrero Rocher beyond seasonal gifting without losing its recognizable sense of occasion.
Open the Brand audit & strategyA product and brand history, physical and digital touchpoint audit, Lindt–Ghirardelli–Toblerone comparison and a seasonal-gifting opportunity supported by the SWOT.
Selected work
The audit makes the opportunity visible.
Six edited pages show the shift from a familiar product universe to a specific strategic opening. The original layouts stay legible here; the full report is available below.
Phase 02 of 04
Strategic recommendations
The recommendation gives the redesign one clear job: make the brand feel personally meaningful and relevant beyond holidays. Meaning in the Moment (emotional value for quiet personal moments and larger celebrations), Crafted Indulgence (rich multisensory experiences designed with precision, care and intention), and Heritage & Luxury (rooted in its origins but expressed through timeless, relevant design) turn that ambition into criteria the later identity and experience can be judged against.
Open the Brand audit & strategySet one redesign objective, three to five goals, a brand concept, value pillars and three primary attributes.
A direction centred on personal, year-round celebration, supported by Meaning in the Moment, Crafted Indulgence, and Heritage & Luxury.
Selected work
Evidence becomes a design position.
The strategy does not jump straight to aesthetics. It uses the audit, competitive gaps and brand attributes to define what the new system must accomplish.
Phase 03 of 04
Identity system
Sketches, alternate lockups and rejected trials show how the system was edited—not simply presented as a finished answer. A flexible wordmark, micro mark, five-colour palette and Alba-inspired botanical forms are tested across packaging tiers, web, campaigns, imagery, motion and proposed sensory cues.
Open the Identity process bookDevelop lockups, size and spacing rules, colour, typography, imagery and graphic rules; test the system with a matrix and at least three applications; preserve the process separately.
A flexible wordmark and micro mark, five-colour palette, Alba and botanical motifs, packaging tiers, web and campaign studies, plus a process book that keeps rejected routes visible.
Selected work
One identity, calibrated by touchpoint.
The strongest pieces are shown together: the wordmark logic, colour lockups, Alba landscape, botanical motifs, packaging construction and final expressions across print and web.
Phase 04 of 04
Immersive experience
The journey treats each visitor as a hazelnut moving from grove to celebration. A six-stage sequence culminates in a wafer workshop and personalized gift; the map and room plates communicate intended participation, not a built installation or tested operation.
Open the Immersive experience proposalResearch three trends, define an experience concept, develop and prototype it, then articulate the proposal in a written rationale.
Inside the Gold: a six-stage visitor journey informed by hyper-personalization, hybrid participation and immersive storytelling, with a wafer workshop and personalized-gift finale.
Selected work
The brand becomes a journey people can enter.
Research, sketches and atmospheric scenes are sequenced together so the experience reads as a designed system—not a collection of isolated room images.
Design judgement
Three tensions shaped the work.
Keep the brand recognizable without freezing it in its existing seasonal role.
Signal luxury without applying the same ornament to every object and touchpoint.
Make the proposal persuasive without presenting concept imagery as a fabricated result.
What came out of it
The outcome.
A complete brand-world proposal moving from a 33-page audit and strategy report into a 44-page identity process book, 39-page final branding guide and 16 substantive immersive-experience pages. The archived experience file continues to page 29, but its blank trailing pages are intentionally omitted from the public reader.
What I would develop next
Prototype one tactile interaction, then test understanding, accessible participation and operational feasibility.
Four source books · 132 selected pages
Go deeper when the detail matters.
The case above carries the story. These readers preserve the complete research, process and system for anyone who wants to inspect the decisions page by page.
33 pagesBrand audit & strategy
The original research report: brand history, touchpoints, comparators, SWOT and the strategic opening.
1 / 33
44 pagesIdentity process book
Sketches, alternates, rejected routes and the decisions that shaped the final identity system.
1 / 44
39 pagesFinal branding guide
The completed identity rules across marks, colour, type, imagery, packaging, web and campaign applications.
1 / 39
16 pagesImmersive experience proposal
The substantive proposal pages: trend research, concept, visitor journey and the Inside the Gold environments.
1 / 16
Tools with a purpose.
Adobe InDesign
Final immersive proposal and branding-guideline publication layouts.
Adobe Illustrator
Editable brand-guideline artwork, website studies and Phase 4 vector/layout source.
Adobe Photoshop
Large compositing and image-development sources for site, plants, city and sketches.
Where AI enters the process.
I used ChatGPT image generation to explore early pavilion and texture studies, then developed the selected directions by hand in Photoshop and Illustrator. The exact prompts and model versions for two early files were not recorded, so I don't attribute the final room plates to AI.