Working on the Party City repositioning project reshaped how I approach branding—as not just a creative output, but a strategic tool for solving real user problems and driving long-term business value. It challenged me to blend brand storytelling with user-centered strategy and execution, and to approach design with a deeper sense of purpose.

Throughout the project, I gained hands-on experience connecting research insights to strategic execution—whether through user-first app design, digital content creation, or omnichannel marketing strategy. I became more confident in building integrated brand experiences and leading with both empathy and intention.

This work also deepened my interest in event planning and media strategy. It gave me a space to apply and expand on what I learned during my co-op at Wayfair, where I supported media planning for cross-functional campaigns. There, I saw firsthand how channel mix, timing, and creative alignment can impact engagement—and this project helped me take that thinking even further by developing campaigns across platforms like social, email, radio, and experiential.

Most importantly, this experience reaffirmed my passion for building brands that are emotionally resonant, culturally relevant, and genuinely useful—brands that empower people to celebrate life’s moments, big and small.