For this project, my Brand Comm team and I selected AWAY as our brand of choice to invent a new product line for. After thorough brand and consumer research, we developed a brand and marketing plan leading up to its proposed release.
Our goal? Create a clothing line that simplifies travel by offering versatile, elevated essentials that empower people to move comfortably and confidently while on the go.
Our challenge? Following our initial midterm presentation, our professor informed groups that “like the real world,” there would now be at least a 6-month delay for our product. While it was originally set to launch in Q1 of 2026, the launch would now begin in Q3 of 2026. Additionally, we were given the choice between two evils: either a new 25% tariff on our products, or a 50% cut to our marketing budget ($10M ⟶ $5M). Our group decided to chop our budget in half for the sake of our customers.
We developed big ideas, human truths, and consumer profiles, and created mock product campaigns, social media activations, proposed consumer trends, pop-ups, budget allocations, and more. For this project, we also learned to use Google Gemini to visualize our product line and creative content beyond our scope and budget.
The final product? A final deck proposal with semester-long research and marketing plans for AWAY. Check out some key slides:
