Work Archive / 03

Brand Strategy & Creative Production

Selected work from my experience in marketing and creative production. My role moved between campaign research, content planning, copywriting, product storytelling and presentation development, with an emphasis on turning complex information into clear public-facing ideas.

This is a concise public record. Confidential strategy, performance data and internal working materials have been omitted.

AWE Exhibition · Content Support · Visual Archive

MOVA

My work for MOVA connected brand communication with the practical demands of an exhibition environment. I supported product storytelling, presentation structure and public-facing copy, then helped organise the AWE on-site image record so the booth, demonstrations, products and visitor context could be understood as one coherent case.

My contribution

Product and audience research
Exhibition copy and content structure
Presentation and brand-material support
On-site image selection and visual-archive organisation

AWE · On-site visual record

IP Marketing · Content Planning · Experience Research

BESTORE · Wild Bamboo Shoot

I contributed research and early planning to an IP-led campaign centred on wild bamboo shoots. The project explored how origin, ingredients and everyday consumption could become a more distinctive public story. I organised references across social content, visual language and possible offline encounters, helping translate a relatively ordinary product into an approachable character and experience.

My contribution

Category, audience and cultural-reference research
IP narrative and content-direction development
Social communication and visual-reference organisation
Offline experience and merchandise touchpoint research

Public campaign and product references

Competitor Review · Public Campaign Research

Ronshen

This project was a structured review of public communications in the home-appliance sector, not the authorship of the campaigns shown here. Working from a source log and touchpoint matrix, I separated product proof, emotional hooks and event mechanics before comparing consistency across channels. The findings helped clarify how technical information could be organised into a more memorable consumer-facing story.

My contribution

Competitor and category communication review
Public campaign and social-content mapping
Exhibition activation and partnership comparison
Messaging, visual consistency and touchpoint analysis

Public campaign references used in the review

Campaign Mapping · Case-study Analysis

McDonald’s CNY Campaign Study

This was an independent case-study analysis rather than a direct client commission. I examined how a Chinese New Year campaign combined product launches, cultural references, digital storytelling and physical experiences. Mapping the campaign across public touchpoints helped reveal which elements carried the central idea consistently and where each format performed a different communication role.

My contribution

Campaign timeline and touchpoint mapping
Public visual and content reference collection
Cultural-collaboration and product-story analysis
Cross-platform communication review

Public campaign material referenced in the study

Competitor Analysis · Public-source Research

iFLYTEK

My role in this project was limited to competitor analysis. I collected and organised publicly available cases from comparable products and brands, compared their product positioning, core features and visual presentation, and summarised the findings as reference material for internal team discussion.

My contribution

Comparable product and brand case collection
Product-positioning comparison
Core-feature comparison
Visual-reference organisation and research summary

Consumer Technology · Research Framework · Public-safe Reconstruction

Market & Competitor Intelligence

Across several consumer-technology briefs, I built competitor reviews from public product information, launch campaigns, creator content, retail pages and social response. I compared positioning, audience promises, visual territories and channel roles, then translated the research into decision-ready presentation structures. The examples below are portfolio reconstructions: proprietary figures, client identifiers and strategic conclusions have been removed, while the research method and information design remain visible.

My contribution

Public-source collection and source verification
Competitor, messaging and visual-territory coding
Audience, touchpoint and communication-gap mapping
Insight synthesis and presentation design

Sanitised process evidence · no proprietary data shown

Signal coding — positioning, audience, visual language and channel touchpoints

Research matrix — the method retained, client data and conclusions removed