Old Whaling Co.
BRAND EXPANSION CONCEPT + SPEC COMMERCIAL
Old Whaling Co. is a Charleston-based bath, body, and fragrance company known for its coastal-inspired products and approachable self-care experience. For this academic customer experience project, our team developed a conceptual skincare collection designed to expand the company’s existing product line. My work focused on customer research, product positioning, campaign strategy, social media concepts, and the development of a sample commercial that introduced the proposed collection in a warm, lifestyle-driven way.
ROLE
Customer Experience Strategist + Creative Contributor
SERVICES
Customer research, buyer persona development, product line concepting, campaign strategy, social media design, commercial concept development
FOCUS
Brand expansion, skincare positioning, customer experience, coastal storytelling, self-care, gifting, lifestyle marketing
Social Campaign Concepts
A coordinated collection of social assets was developed to introduce the skincare line, communicate its benefits, and create awareness across Instagram, Facebook, and Pinterest.
The Commercial
A conceptual commercial created to bring the proposed skincare collection to life through warm, sensory, and lifestyle-led storytelling. The video introduces the collection as an approachable moment of care within a busy everyday routine.
This commercial and skincare collection was independently created for an academic project and was not commissioned, approved, or produced by Old Whaling Co.
Customer Insight to Creative Concept
Customer research identified an audience that values thoughtful gifting, approachable luxury, local brands, and simple self-care. These insights informed the product positioning, campaign message, and visual direction.
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