import React, { useState } from 'react'; import { ArrowRight, Mail, Linkedin, ExternalLink, Download } from 'lucide-react'; export default function Portfolio() { const [activeProject, setActiveProject] = useState(null); const projects = [ { id: 'willow', title: "Willow", subtitle: "Brand Strategy & Identity System", category: "Featured Work", description: "Developed comprehensive brand strategy for an anti-perfection beauty brand targeting Gen Z creatives who reject algorithmic beauty standards.", longDescription: "In an era of performance optimization and filtered reality, I identified a cultural tension: beauty culture demands perfection while consumers crave permission to be imperfect. Willow emerges as a beauty brand that celebrates identity over symmetry, embracing aging as transformation and makeup as self-invention rather than self-correction.", deliverables: [ "Cultural insights & market opportunity analysis", "Brand positioning & mission development", "Visual identity system & aesthetic guidelines", "Product strategy & hero product concepts", "Target audience segmentation (demographics + psychographics)", "Brand narrative & messaging framework" ], impact: "Created a brand positioned at the intersection of clean beauty and subcultural expression—eco-conscious without the sterile minimalism, celebrating raw humanity through bold, lived-in beauty.", tags: ["Brand Strategy", "Cultural Analysis", "Product Development", "Identity Design"], featured: true }, { id: 'churchs', title: "Church's Chicken", subtitle: "Docuseries Creative Brief", category: "Content Strategy", description: "Conceptualized and pitched a workplace docuseries for Church's Chicken corporate, translating brand culture into entertainment content.", longDescription: "Developed creative brief and pitch deck for a producer pitching an Office-style docuseries set in Church's Chicken corporate headquarters. Identified the narrative potential in fast-food corporate culture and crafted a compelling vision for how to translate internal brand dynamics into culturally relevant entertainment.", deliverables: [ "Pitch deck design & storytelling", "Creative brief with series concept", "Character archetypes & workplace dynamics", "Brand integration strategy", "Audience positioning" ], tags: ["Creative Brief", "Concept Development", "Brand Storytelling", "Entertainment"], featured: false }, { id: 'ready-alert', title: "Ready Alert Upfitting", subtitle: "Content Strategy & Calendar", category: "Content Strategy", description: "Developed comprehensive content strategy and editorial calendar, aligning social media presence with brand positioning and business goals.", longDescription: "Created a strategic content framework for an automotive upfitting company, mapping content themes to business objectives while maintaining brand voice consistency across channels. Built a sustainable content calendar that balanced promotional, educational, and community-building content.", deliverables: [ "Content strategy deck", "3-month editorial calendar", "Content pillars & themes", "Platform-specific guidelines", "KPI framework" ], tags: ["Content Strategy", "Social Media", "Brand Voice", "Editorial Planning"], featured: false }, { id: 'glory-girlz', title: "Glory Girlz", subtitle: "Sci-Fi Universe & Brand World", category: "Creative Direction", description: "Developed immersive sci-fi universe including visual identity, character design, and narrative brand strategy for original literary series.", longDescription: "Created a complete world-building system for an original sci-fi series, treating fictional universe development as a brand strategy exercise. Developed visual identity, character archetypes, narrative frameworks, and cultural positioning that could translate across multiple media formats.", deliverables: [ "World-building documentation", "Visual identity system", "Character design & development", "Narrative brand strategy", "Multi-platform content strategy" ], tags: ["World-Building", "Creative Direction", "Narrative Strategy", "Character Design"], featured: false } ]; const featuredProject = projects.find(p => p.featured); const otherProjects = projects.filter(p => !p.featured); return (

{/* Hero Section */}

Brand Strategist × Creative Director

[Your Name]

I build beauty and fashion brands that feel like cultural movements—brands that celebrate identity over perfection, self-expression over algorithms.

View Work Get in Touch

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{/* About Section */}

I turn cultural insights into brand strategies that actually connect

Most brands chase trends. I identify tensions—the gaps between what culture demands and what people actually crave. That's where the best brands live.

My approach blends cultural anthropology with commercial strategy: I study subcultures, decode beauty's unspoken rules, and build brands that give people permission to be themselves. Whether it's developing a complete brand identity or crafting content that converts, I'm here to help beauty and fashion brands find their truth.

What I Do

{[ "Brand Strategy & Positioning", "Cultural Insights & Trend Forecasting", "Creative Direction & Campaigns", "Content Strategy & Copywriting", "Product Conceptualization", "Visual Identity Systems" ].map((skill, idx) => (

{skill}

))}

Currently Seeking

Creative direction, brand strategy, and copywriting roles at beauty or fashion brands building something that matters. Open to full-time and freelance.

{/* Featured Project - Willow */}

Featured Work

Case Study

{featuredProject.title}

{featuredProject.subtitle}

{featuredProject.longDescription}

Deliverables

{item}

Impact

{featuredProject.impact}

{featuredProject.tags.map((tag, idx) => ( {tag} ))}

{/* Other Projects */}

Additional Work

{otherProjects.map((project) => (

setActiveProject(activeProject === project.id ? null : project.id)} >

{project.category}

{project.title}

{project.subtitle}

{project.description}

{project.tags.slice(0, 3).map((tag, idx) => ( {tag} ))}

))}

{/* CTA Section */}

Let's build something that breaks the algorithm

I'm currently available for full-time roles and freelance projects in creative direction, brand strategy, and copywriting. If you're building a beauty or fashion brand that values authenticity over perfection, let's talk.

Email Me LinkedIn

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© 2024 [Your Name]. All rights reserved.

Designed with intention, built for impact.

); }