1893 BRAND STUDIO
TOPO AFTER DARK
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TOPO AFTER DARK *
BETTER BLUE PR (TEAM 2)
Top of the Hill 2024 Campaign Strategy
January 2024 - April 2024
Top of the Hill (TOPO) is a long-standing Chapel Hill restaurant, brewery, and bar located on Franklin Street. It is a well-known destination for UNC-Chapel Hill students, alumni, and visitors, offering a scenic second-story view of Franklin Street. While TOPO has traditionally been seen as a place for dining with parents or celebrating special occasions, this campaign aims to reposition it as a staple in Chapel Hill’s nightlife for students aged 21 and over.
Strategy
Graphic Design
Public Relations
Social Media
Digital Marketing
Event Planning
Merchandising
Experiential Marketing
Objective
The primary objective of the Life on Top campaign was to increase awareness and attendance at TOPO during late-night hours, repositioning it as a prime nightlife destination for UNC students aged 21 and over. To achieve this, the campaign implemented a multi-faceted approach focused on events, social media, and tangible brand experiences.
What did I did I do?
I helped shape TOPO After Dark’s brand identity, ensuring consistency across social media, promotional materials, and experiential marketing elements. Additionally, I contributed to marketing strategy development, incorporating research insights to tailor messaging and tactics for a Gen Z audience. By working on social media content, campaign visuals, and branding initiatives, I helped enhance TOPO’s appeal as a vibrant, student-centered nightlife destination.
Deliverables
TOPO Battle of the Bands poster mockups
Football Season TOPO Cups
Final Presentation Slide Deck & Report:
Impact & Takeaways
The key takeaways from the campaign highlight the importance of nostalgia marketing, student-driven social engagement, and experiential branding. Research revealed that many students viewed TOPO primarily as a place for special occasions, demonstrating the need for a nightlife rebrand. By utilizing humor, exclusivity, and physical brand touchpoints like cups and interactive events, the campaign successfully repositioned TOPO as a staple of UNC’s late-night culture. Ultimately, the Life on Top campaign demonstrated how blending digital marketing, event strategy, and student culture can create a lasting impact on brand perception and engagement.
1893 BRAND STUDIO WEBSITE
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1893 BRAND STUDIO WEBSITE *
1893 BRAND STUDIO WEBSITE
WEB DEVELOPMENT TEAM LEAD
Participated in redesigning and modernizing the 1893 Brand Studio website.
By implementing a fresh and responsive design, my team and I focus on enhancing user experience, optimizing performance, and creating a visually compelling digital presence that better reflects our innovative work in branding and marketing at 1893.
January 2024 - Present
WakeED PARTNERSHIP WEBSITE
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WakeED PARTNERSHIP WEBSITE *
WakeED PARTNERSHIP WEBSITE
Web Development Team Lead
WakeEd Partnership is a unique, strategic, independent nonprofit committed to improving public education and advocating for excellent educational opportunities for all students.
When redesigning the WakeEd Partnership website, my goal was to create a user-friendly and visually engaging platform that better represents the organization’s mission to support public education in Wake County. By combining my expertise in web design, content strategy, and UX/UI principles, I helped improve the site's functionality, making it more accessible and informative for all users.
September 2023 - December 2023
RIVALRY WEEK
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RIVALRY WEEK *
DAILY TAR HEEL RIVALRY WEEK CONTENT
1893 Brand Studio Multimedia
Helped create engaging video and graphic design content for The Daily Tar Heel’s social media pages during the DTH vs. Chronicle Rivalry Challenge to help promote fundraising efforts for the DTH. Since 2018, The Daily Tar Heel and The Chronicle have competed in the annual Rivalry Challenge during the week leading up to the UNC vs. Duke basketball game.
January 2025
Graphic Design
Multimedia
Social Media
Video Editing
Public Engagement
Fundraising
SOCIAL MEDIA POSTS
Rivalry Challenge Overview Carousel
Duke Definitions Carousel
Instagram Reels
THEY MAKE THE FACE, YOU MAKE THE SOUND
Ran around Chapel Hill asking students to make a sound that matches the picture we show them!
FUN FACT :
The girl in the truck is Kristen Siermachesky, a 2024 Paris Olympian for Canada in rowing and a fellow Tar Heel!
DUKE RIVALRY Q&A
Walked around campus to ask students their thoughts on the historical Duke vs UNC rivalry in basketball
FUN FACT :
In this clip on the left, I’m talking to my best friend, Ciera! We’ve known each other since we were in middle school and she has such a contagious laugh :)
SOCIAL MEDIA POSTS
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SOCIAL MEDIA POSTS *
