Hi, I’m Cali, a Fashion Branding and Communications graduate specialising in marketing, PR, events and illustration. I am passionate about visual storytelling, brand identity and creating engaging experiences that build meaningful connections between brands and audiences. My work combines strategic thinking with creativity, using design and communication to create authentic and memorable brand experiences.

Throughout my projects, I have explored how creativity can encourage connection and shape audience perception. My Final Major Project, Daydream, investigates the importance of slowing down and reconnecting with mundane moments in an increasingly digital world. Through the development of a complete brand identity and visual assets, I explored how thoughtful design and storytelling can encourage audiences to find beauty in the everyday. This project strengthened my skills in branding, creative strategy, visual communication, trend research and campaign development.

My Harrods project focused on luxury branding and customer experience, exploring how strategic brand partnerships can enhance brand positioning and consumer engagement. The project involved creating The Living Room, an immersive pop-up experience in collaboration with Sweaty Betty. Through this project, I developed skills in experiential marketing, event planning, customer journey mapping and creating cohesive brand experiences.

As part of the AUB x Graduate Fashion Week fashion film, I worked as a stylist and dresser, gaining valuable on-set experience within a live industry project. Supporting the coordination and presentation of looks strengthened my attention to detail, communication and teamwork skills, while giving me insight into how each role contributes to the overall creative vision. This experience strengthened my understanding of collaboration and the relationship between fashion, branding and visual storytelling.

After completing my degree, I plan to spend the summer gaining hands-on industry experience through internships, freelance work or other creative opportunities. I’m eager to apply the skills I’ve developed at university in a professional environment and build my network.

Following that, I plan to take a year out to travel and experience new cultures and creative influences. I see travel as an opportunity to broaden my perspective, develop my independence and gain inspiration that I can bring back into my creative work and future career.

After my gap year, my goal is to break into the industry through an entry-level role or internship in marketing or PR. I’m particularly interested in positions that involve brand communications, events, campaign strategy or creative content, where I can continue developing my skills.

AUB X GFW Fashion film