Nadeemullah Mohammed

Overview

Skinluent is an Indian skincare brand recognized for its science-led formulations and innovative product design. Their product range includes Kojic Acid Serum, Kojic Acid Soap, Kojic Acid Cream, Tea Tree Serum, Goat Milk Soap, and Glutathione Soap. The brand has successfully expanded beyond India, establishing a global presence and appealing to skincare enthusiasts worldwide. This project showcases my approach to premium skincare packaging design, integrating brand strategy, creative design thinking, and global market awareness.

The Challenge

Skinluent’s goal was clear — to develop packaging that protects the product while communicating trust, elegance, and modern skincare innovation. The main challenges were to:

• Communicate the scientific foundation of the brand
• Reflect a premium and contemporary skincare identity
• Resonate with both Indian and international audiences
• Maintain visual consistency across all SKUs

My Approach

The project began with in-depth research into Skinluent’s brand values, audience behavior, and competitive landscape. Every design decision was informed by a combination of brand strategy and design thinking to ensure the packaging would appeal across diverse markets. Key design strategies included:

• Minimalism with a bold presence — to stand out across retail and digital shelves
• Color psychology — highlighting each product’s core benefit and key ingredient
• Consistency across SKUs — building strong and recognizable brand identity
• Premium, clean layouts — conveying trust, efficacy, and sophistication

Through iterative design exploration, I refined typography, materials, and visual hierarchy to achieve a balance between scientific credibility and modern aesthetics — ensuring Skinluent’s packaging looks premium and approachable globally.

The Outcome

The final designs elevated Skinluent’s packaging into a cohesive, globally recognizable skincare range, achieving:

• Enhanced shelf appeal and digital presence in international markets
• Stronger brand consistency, reinforcing consumer trust and loyalty
• A clear positioning as a premium, science-driven skincare brand

Reflection

This project exemplifies how strategic design and creative direction can bring a brand’s vision to life. Working on Skinluent reinforced my belief that thoughtful skincare packaging design can:

• Transcend borders
• Build credibility through clarity and consistency
• Tell a compelling brand story that resonates with a global audience

Overview

Costa Coffee, a global coffeehouse brand with over 4,000 stores in 33 countries, aimed to engage younger consumers (18–30) while promoting its sustainability initiatives and premium offerings. The goal was to craft a digital campaign that boosts engagement, strengthens brand loyalty, and enhances Costa’s online presence through eco-conscious storytelling and creative digital experiences.

The Challenge

Costa Coffee faced several key challenges:

• Fierce competition from Starbucks, Dunkin’, and independent artisan cafés
• Low engagement among Gen Z and young millennials, despite being a digital-first audience
• Need to promote sustainability efforts like reusable cups, while increasing loyalty program adoption and app engagement

The campaign needed to resonate emotionally with young audiences, drive measurable engagement, and reinforce Costa’s image as a premium, planet-friendly brand.

Thought Process & Strategy

1. Market & Competitor Analysis

• Reviewed digital campaigns from competitors to identify gaps in sustainability messaging and audience interaction.
• Found opportunity in gamified engagement and sustainability tracking — areas underutilized by competitors.

2. Audience Profiling

• Targeted students and young professionals (18–30) valuing ethical brands, mobile-first experiences, and authentic content.
• Focused on Instagram, TikTok, and Costa’s app — the key platforms for daily digital interaction.

3. Campaign Concept: “Costa’s Conscious Cups: Brewed for the Future”

• Introduced gamified app features rewarding users for bringing reusable cups.
• Integrated sustainability tracking, where users earned badges and progress points.
• Designed social media storytelling around eco-friendly habits, supported by influencer collaborations and user-generated content.

Digital Tools & Platforms

• SEMrush & Google Keyword Planner – SEO and competitor analysis
• Google Analytics & Hotjar – Audience and app behavior tracking
• Canva & Adobe Creative Cloud – Creative design and asset creation
• Hootsuite & Buffer – Social media scheduling and monitoring
• Mailchimp – Email automation for campaign updates and rewards

Creative Execution

The campaign integrated storytelling, gamification, and influencer engagement to inspire action:

• Social media content showcasing Costa’s sustainability journey and reusable cup benefits
• Gamified mobile app where users tracked CO₂ savings and earned rewards
• Influencer partnerships promoting the #ConsciousCupsChallenge
• Dedicated landing page to monitor user participation and progress

Phased Rollout:

• Phase 1 – Awareness (Weeks 1–4): Influencer teasers, social ads, and live sustainability discussions
• Phase 2 – Engagement (Weeks 5–8): Launch of gamified app features and online challenges
• Phase 3 – Conversion & Retention (Weeks 9–12): Rewards, loyalty perks, and community coffee meet-ups

Measured Outcomes (Projected KPIs)

• +25–30% increase in app traffic and in-store visits
• +30% growth in social media engagement and hashtag usage
• +15–20% improvement in email open and click-through rates
• 36000+ monthly engagement reach through influencer content
• Reduction in single-use cup usage and stronger consumer participation in sustainability efforts

Reflection

This project demonstrates how digital storytelling, gamification, and sustainability-driven strategy can:

• Engage digitally savvy, eco-conscious audiences
• Strengthen brand loyalty through interactive experiences
• Position Costa Coffee as a progressive, environmentally responsible global brand

It reflects my ability to merge data-driven insights with creative strategy — designing campaigns that are measurable, meaningful, and market-relevant.

Client: Finnies the Jewellers
Duration: September 2024 – December 2024
Location: Aberdeen, United Kingdom
Category: Digital Marketing Strategy · SEO & Content Planning · Luxury Brand Marketing

Overview

As part of my postgraduate digital marketing consultancy module, I led a client-facing strategy project for Finnies the Jewellers, a prestigious, family-owned luxury jewellery brand based in Aberdeen. The objective was to design a data-driven digital marketing strategy that enhances online visibility, audience engagement, and brand awareness, while maintaining the brand’s premium identity.

The Challenge

Finnies faced several key digital challenges:

• Limited search engine visibility and online discoverability
• Inconsistent social media content and audience engagement
• Low digital interaction from younger luxury buyers (25–35 age group)

The project aimed to deliver an actionable digital strategy supported by measurable objectives, ensuring long-term growth and stronger digital market positioning.

My Approach

1. Digital Audit & Market Analysis

• Conducted a comprehensive audit of the website, SEO, and social media channels.
• Performed competitor benchmarking against leading luxury brands to uncover untapped opportunities in digital visibility and engagement.

2. Audience Analysis & Persona Development

• Developed detailed personas for young professionals (25–35) with an interest in luxury jewellery.
• Mapped content preferences and buyer journeys to align messaging with audience intent.

3. Integrated Digital Strategy (RACE Framework)

Implemented actionable recommendations across all digital touchpoints:

• SEO: On-page optimization, keyword strategy, and technical improvements.
• Social Media: Revitalized Instagram, YouTube, and TikTok with consistent visual branding and storytelling.
• Content Marketing & Email Automation: Built personalized campaigns to nurture leads and drive repeat engagement.
• Influencer Partnerships: Collaborated with regional content creators to amplify reach and authenticity.

4. SMART Objective Setting

Defined specific, measurable, achievable, relevant, and time-bound (SMART) goals to monitor campaign success — focusing on visibility, engagement, and conversions.

Tools Used

• SEMrush: SEO auditing, keyword strategy, and competitor analysis
• Google Analytics & Keyword Planner: Web performance tracking and content optimization
• Ahrefs: Backlink and domain authority analysis
• Hootsuite: Social media scheduling and analytics reporting
• Canva & Adobe Creative Cloud: Visual content creation for campaigns
• Mailchimp: Email automation, audience segmentation, and analytics

Measured Outcomes (Projected KPIs)

• Organic Search Visibility: +30–40% potential increase in website traffic through SEO enhancements
• Social Media Engagement: +25–35% estimated growth in follower interaction across Instagram and TikTok
• Email Campaign Performance: +20% higher open and click-through rates
• Influencer Reach: Up to 10,000+ high-intent users engaged per month
• Brand Awareness: Improved recognition and visibility among 25–35-year-old luxury consumers

These results provided Finnies the Jewellers with a tangible roadmap for scalable digital growth while enhancing my expertise in client strategy, data analytics, and campaign optimization.

Skills Demonstrated

• Digital Campaign Strategy & Planning
• Audience Targeting & Persona Development
• Marketing Data Analysis & Performance Measurement
• SEO Optimization & Link Building
• Social Media Marketing & Analytics
• Content Creation & Automation
• Client-Facing Presentation & Communication

Client: Forest Research | Duration: January 2024 – April 2024

Overview

This project involved developing a comprehensive digital campaign and prototype assets to address challenges in forest research and environmental management. By combining strategic planning, creative ideation, and digital technologies, the goal was to create solutions that enhance research communication, stakeholder engagement, and the visibility of environmental insights. The project demonstrated how digital media tools can support scientific research and sustainability initiatives through innovative, actionable design.

The Challenge

Forest Research needed a digital initiative that could:

• Translate scientific research into engaging and accessible digital campaigns
• Apply digital tools and creative technologies to address forestry and environmental issues
• Deliver prototype assets and a clear communication strategy for stakeholder engagement

The main challenge was balancing technical precision with creative storytelling, ensuring that outputs were both informative and visually compelling.

Thought Process & Approach

1. Campaign Strategy & Planning

• Created a digital campaign document defining objectives, audiences, and measurable outcomes.
• Structured strategies around environmental awareness, data visualization, and research communication.

2. Creative Ideation & Prototype Development

• Designed interactive digital assets tailored for researchers, policymakers, and the public.
• Focused on delivering prototypes that were functional, educational, and visually engaging.

3. Evaluation & Reflection

• Authored a reflective report analyzing creative decisions, digital tool selection, and campaign performance.
• Evaluated the strengths and limitations of various technologies used in the process.

Tools & Technologies Used

• Google Earth Engine – Remote sensing and environmental data visualization
• Canva & Adobe Creative Cloud – Digital asset design and creative content
• Microsoft PowerPoint, Canva & Figma – Prototype creation and stakeholder presentations
• Google Analytics – Engagement tracking for digital prototypes
• Trello – Workflow organization and project management

Key Activities

• Developed a digital campaign strategy showcasing measurable environmental impact goals.
• Produced prototype digital assets to support research communication and stakeholder engagement.
• Completed multiple micro-projects exploring digital production tools relevant to forestry and sustainability.
• Compiled a reflective analysis report, evaluating design decisions, campaign effectiveness, and tool integration.

Outcomes & Learnings

• Successfully applied digital media and geospatial technologies to environmental communication.
• Delivered actionable prototypes that enhance data visualization and research storytelling.
• Strengthened skills in strategic planning, creative development, and critical evaluation of digital projects.

Skills Demonstrated

• Digital Media & Creative Tools (Canva, Adobe, Figma, PowerPoint)
• GIS & Remote Sensing Applications
• Campaign Strategy & Environmental Communication
• Creative Ideation & Prototype Development
• Project Management & Reflective Evaluation

Client: Robert Gordon University – School of Creative and Cultural Business
Duration: January 2024 – April 2024
Category: Social Media Strategy · Digital Campaign Planning · Content Marketing

Overview

As part of my MSc in Digital Marketing at Robert Gordon University (RGU), I developed a comprehensive social media marketing strategy for the School of Creative and Cultural Business. The goal was to enhance the School’s digital presence, boost brand visibility, and drive engagement among students, alumni, and creative industry professionals. This project integrated strategic analysis, content creation, paid media planning, and performance optimization to deliver measurable improvements across key social channels.

The Challenge

The School needed a cohesive social strategy that could:

• Strengthen its presence across social platforms
• Engage students, alumni, and industry partners more effectively
• Promote events, workshops, and creative projects
• Track and optimize campaign performance with real-time data

The challenge was to design a strategy that was data-driven, visually engaging, and audience-specific, balancing organic content with targeted paid campaigns.

My Approach

1. Audit & Performance Analysis

• Conducted a full audit of existing social channels, analyzing content performance, engagement rates, and audience sentiment.
• Benchmarked against competitor institutions to identify opportunities in content themes, tone, and platform strategy.

2. Audience Targeting & Platform Selection

• Defined key segments: current students, prospective students, alumni, and creative professionals.
• Focused on Instagram, LinkedIn, TikTok, and YouTube — the most effective platforms for engagement and creative storytelling.

3. Content Strategy & Campaign Development

• Designed platform-specific content including short-form videos, reels, stories, carousels, and event highlights.
• Built a content calendar combining academic insights, student life, and industry collaborations.
• Developed performance KPIs for engagement, impressions, and conversion tracking.

4. Measurement & Optimization

• Used analytics to track engagement trends and conversion metrics.
• Optimized posting schedules, creatives, and ad targeting based on real-time data insights.

Tools Used

• Hootsuite – Social scheduling and performance tracking
• Canva & Adobe Creative Cloud – Visual design and storytelling assets
• Google Analytics – Web traffic and conversion analysis from social campaigns
• Meta Ads Manager – Paid campaign management and audience targeting
• Sprout Social – Advanced analytics and performance reporting

Measured Outcomes

• Engagement Growth: Projected 25–30% increase in likes, shares, and comments across all platforms.
• Content Reach: Estimated 20–25% boost in impressions and story views.
• Audience Interaction: Improved participation in events, workshops, and online discussions.
• Optimization Impact: Enhanced performance through continuous testing of post timing, format, and tone.

Skills Demonstrated

• Social Media Strategy & Planning
• Content Creation & Visual Storytelling
• Audience Segmentation & Targeting
• Campaign Performance Analysis & Optimization
• Paid Media Advertising & Social Media Optimization (SMO)
• Client-Facing Presentation & Reporting