The "Aura" project involved the comprehensive creation of a luxury brand, starting from the ground up to establish its identity, DNA, and projected brand heritage. As a team, we developed Aura, a custom fragrance brand centered on radical personalization and self-expression.

This project was a deep dive into strategic brand management and included:

• Brand Strategy: Defining the core narrative and mission, promoting self-identity through highly customizable, gender-neutral fragrances and bespoke packaging.

• Market Analysis: Conducting extensive research to identify the primary target market, analyze key competitors in the luxury sector, and map out the brand's unique positioning.

• Operational Planning: Developing a detailed launch strategy, including product line architecture, selecting a suitable brand ambassador, and outlining the customer journey.

Ultimately, this project showcases my ability to move beyond product concept to create a fully realized, strategically sound business model, complete with a distinct luxury identity and a clear path to market success.