Overview
February – April 2025
Digital Branding, Social Media Marketing and Analytics, Omni-Channel Marketing
In an upper-level marketing class (IMS419), I spent a semester conducting a brand analysis on illycaffè. This analysis in the culmination of extensive research into illy's digital marketing strategy that ends with data-driven recommendations.
I also used this project as an opportunity to practice my layout design skills! I created the layout in InDesign, where I was able to capture elements of illy's brand identity and practice optimizing my workflow with efficient styling.
Insights
My biggest takeaway from this class and from completing this brand analysis is the importance of omni-channel marketing. Providing a seamless, cohesive experience across all channels is crucial to building brand trust and loyalty.
I learned how to use different MarTech tools like RivalIQ, Similarweb, and Google Lighthouse and gain deeper insights into consumer behavior and trends. Using data insights and comparison to best practices, I was able provide recommendations for illycaffé's current marketing strategy.
Research Deck
"A designer tries to make an object as naturally as a tree puts forth a leaf." BRUNO MUNARI