Nehlaa — Building a
"Honey Hero" Universe
I didn't start with a product; I started with a feeling. I created a brand story about being a honey keeper's daughter, where honey wasn't just food — it was a "family protector." I positioned Nehlaa as the bridge between Moroccan tradition and modern parenting, targeting Millennial Moms who still want that warmth for their kids.
I built the conversion hub on WordPress/WooCommerce with a localization-driven strategy. I intentionally sold only two honey types to signal purity, and implemented Cash on Delivery to build trust with Moroccan customers.
The Story Behind the 1.1M View Video
I started the video mid-action — pouring honey with animated Avocado and Egg characters — to grab attention before the swipe. I recorded my own voice saying "Khalito, khalito jayidan" with a high-pitched filter, making it sound like a cartoon character. Over 70% of comments obsessed over the voice. The complete emotional story arc — the Frizzy Hair character saved by Nehlaa Honey — played out in just 30 seconds.
- SEO Hub: Publish Moroccan recipe & wellness content ranked for "thyme honey benefits."
- Email List: Launch welcome sequence and weekly wellness newsletter.
- Conversion: Add "Buy Now" CTAs to cartoon content linking to shop or WhatsApp.
- Merchandise: Physical charms of Honey Jar, Bee & Avocado characters.
- Influencer Seeding: Send "Hero Bundles" to parenting & wellness creators.
- Content Volume: 5–7 TikTok posts/week on trending sounds.
- Hybrid Content: Mix AI animations with real product footage.
- SEO Dominance: Rank #1 for "medical honey" in Morocco.
- Community Giveaway: Viral charm & gift set giveaway to close the year.
Calmind — A Digital
Wellbeing Strategy
While anxiety was a clear challenge for Ravensbourne students, the university's official support systems often went unused. My research revealed a gap between available help and students who needed it. I designed Calmind to bridge this: a digital companion that feels like a "friend in your pocket" rather than a clinical institution.
Research-Led Design
I surveyed 107 students and interviewed academic and welfare staff. The finding was definitive: students didn't want a generic medical app. They wanted a private, digital tool that understood their creative lifestyles. This led to features like AI-driven stress management, interactive breathing exercises, anonymous onboarding, and a Focus & Planning tool.
- QR code posters in student cafés and studios
- Peer advocacy via mentors at Induction Week
- TikTok & Instagram content with "Raven" mascot
- Timed intervention during mid-term deadlines
- Instagram polls and in-app surveys
- Peer referral reward system
- "One Calm Thing" challenge with Student Union
- 2 academic department endorsements
- User testimonials on social media
- Year-long KPI review and AI engine refinement
- High-impact content (2 videos/month)
- Expansion blueprint for other UK universities
Hermès — The Angel
Collection Strategy
Hermès is the global leader in Scarcity Marketing, but faces a growing challenge: today's luxury consumers increasingly prioritise sustainability and animal welfare. I designed a strategy to help them maintain "Ultra-Luxury" status while evolving their ethical footprint — shifting from financial scarcity to philanthropic scarcity.
The Challenge
Hermès' brand identity is deeply tied to exotic skins, risking disconnection from a more conscious generation. Through a deep Brand Audit covering the 4Ps, Veblen Effect, and competitor sustainability mapping, I identified an opportunity to redefine what "exclusive" means.
The Strategy — "Earned Exclusivity"
The Angel Collection pieces are the rarest in the world because they are non-transactional. You cannot buy them with money — they can only be earned through verified, high-impact community and charity work. A three-tier membership system unlocks more exclusive pieces as users reach higher milestones of social contribution.
The Strategic Halo Effect
This initiative positions Hermès as a leader in social responsibility, not just luxury provision. By tying the most exclusive products to philanthropy, the brand protects its reputation and builds a "noble" image that resonates with the next generation of luxury buyers. The status symbol shifts — from showing wealth to proving values.
This is a self-initiated strategic case study created to demonstrate brand strategy thinking and luxury market analysis.