SHREYA BRAND PORTFOLIO

ASU GIT 502 · FALL 2026 · COURSE PORTFOLIO

JELATO 88 BRAND + CONTENT SYSTEM

Across five assignments, I turned Jelato 88’s bright local identity into a connected content system: a brand audit, six-month publishing plan, editorial guide, data story and multi-platform campaign.

Role
Brand strategist + visual designer
Timeline
September–November 2026
Tools
Canva, Figma, Medium
Explore the work
Scoops and Spooks campaign shown across four social platforms
Jelato 88 Flavor Passport cover

THE SYSTEM

One visual language, five different jobs

The yellow, black-and-white doodles and playful characters stay consistent. What changes is the job of each piece: define the brand, organize the content pipeline, help customers choose, simplify data or move a seasonal campaign across platforms.

5connected assignments
45+designed pages and assets
4campaign platforms

01 / A02

A clear position for a playful local brand

The audit documented audience, competitive difference, channels and funnel stages. It also found the opportunity that shaped the rest of the semester: Jelato 88 could lean harder into a playful, character-led identity without losing clarity.

REFLECTION

The audit gave the later work a decision framework. Instead of designing isolated posts, I could connect each asset to an audience need and funnel stage.

“I love the visual elements of this so much.” Instructor feedback

WHAT CHANGED

The rubric also flagged misspellings, including “Stratergy.” Proofreading became a formal step in every later public-facing piece.

A02 brand audit cover
Brand audit
Jelato 88 brand fundamentals
Brand fundamentals
Jelato 88 audience and channels
Audience + presence
Jelato 88 content strategy and funnel
Content strategy
Jelato 88 long-term content value
Long-term value
View the full A02 brand audit

02 / A03

One hero video, repurposed across six months

The Applesauce Plan turns one monthly hero video into Reels, TikToks, carousels, blog posts, email updates, YouTube content and Stories. Each channel has its own role, frequency, metric and place in the funnel.

Hero video repurposing model

KEY DECISION

Build once, adapt with purpose

A four-minute source video creates more than ten assets, but every adaptation has a clear job. TikTok catches attention. Instagram builds interest and loyalty. The blog supports search. Email helps convert intent into a visit.

“WOW! Incredibly thorough!” Instructor feedback

The feedback confirmed that the strategy held together. My next refinement would be to reduce a few targets until they match the production capacity of a small shop.

A03 business strategy cover
Business strategy
Brand and audience overview
Brand + audience
Funnel and Maslow hierarchy alignment
Funnel alignment
Platform strategies
Platform strategy
Performance metrics
Measurement
Six-month publishing calendar
Publishing phases
Detailed monthly publishing calendar
Monthly calendar
Content strategy Gantt chart
Gantt chart
View the full A03 Applesauce Plan

03 / A04

The Flavor Passport made discovery feel like a game

A first-time customer can compare unfamiliar flavors by origin, taste and adventure level, then follow a quick flavor path to a first scoop. The article becomes a Medium post, carousel, short video, email series and printed passport card.

Flavor Passport cover
Flavor Passport article introduction
Flavor adventure scale

REFLECTION

Information design with a brand voice

The reader gets practical help, but the passport device keeps the guide playful. The instructor called the work “absolutely gorgeous” and awarded the published article the above-and-beyond rubric level.

I would test whether the adventure scale and first-scoop pairings make customers more confident ordering an unfamiliar flavor.

Read the published article ↗
Bold flavor descriptions and first cup pairings
Bold flavors + pairings
Which scoop are you flavor path
Flavor path
Four-week promotion plan
Promotion plan
Flavor Passport content in multiple channels
In the wild
Campaign tracking and content repurposing
Tracking + repurposing
View the full A04 Flavor Passport

04 / A05c

A fast comparison for customers close to choosing

The calorie graphic orders official small-cup menu values from highest to lowest. It belongs at the intent stage: the audience already wants gelato and needs a clear comparison before ordering.

Calories by gelato flavor data poster

REFLECTION

Let the information lead

One horizontal scale makes the ranking quick to scan. The truck illustration, yellow accent and mascot keep the graphic connected to Jelato 88 without competing with the data.

Canvas shows the work as submitted, but no instructor or classmate feedback has been posted yet. I would test it at phone size and in-store poster distance.

View the full A05c submission

05 / A06b

Scoops & Spooks adapted one idea to four platforms

Four gelato flavors became Halloween monster personalities. Customers choose a character, visit in costume and receive a free mini scoop. The execution changes by platform while the campaign stays unmistakably the same.

Scoops and Spooks campaign across platforms
FACEBOOK

Event detail

The full offer, dates and location give customers everything needed to plan a visit.

X

Fast identity prompt

A short poll-style post turns each monster into a shareable flavor choice.

INSTAGRAM

Carousel + Stories

Character slides support discovery while polls create low-friction participation.

YOUTUBE

Short reveal

A horizontal teaser turns the campaign into a quick flavor-and-character reveal.

Scoops and Spooks campaign plan
Campaign plan
Facebook and X feed graphics
Feed graphics
Instagram character carousel
Instagram carousel
Story and YouTube graphics
Stories + YouTube
Facebook campaign mockup
Facebook
X campaign mockup
X
Instagram campaign mockup
Instagram
Instagram Stories campaign mockup
Stories
YouTube campaign mockup
YouTube

REFLECTION

This campaign proved that platform adaptation means more than resizing. Each channel gets the amount of context and interaction it supports. It also carries the playful direction praised in A02 into a complete launch.

Canvas shows the work as submitted, but no written instructor or classmate feedback has been posted yet. I would measure costume redemptions, carousel saves, Story responses and flavor votes to decide which characters should return.

View the full A06b campaign

RESEARCH NOTE

Meme mechanics as a brand-awareness lens

Exercise 07 traced “I Scream, You Scream” from a nineteenth-century street cry through advertising, music and internet image macros. The useful brand lesson was repetition with variation: a phrase survives when people recognize the pattern and can remake it.

For Jelato 88, that suggests a reusable flavor-reaction format that changes with each launch while remaining recognizably part of the brand.

Read the research exercise
Exercise 07 Become a Meme Detective cover

FEEDBACK RECORD

What the feedback changed

Canvas contained written instructor rubric feedback for A02, A03 and A04. A05c and A06b were submitted but not graded when this portfolio was assembled on November 9, 2026. No written classmate comments were attached to these Canvas submissions, so I have not invented peer feedback; any verbal class notes can be added before final submission.

FINAL REFLECTION

The strongest pieces work as a system

The semester changed how I think about brand work. These pieces share a visual language, but each has a specific job in the customer journey. The instructor feedback confirmed both sides of that lesson: the playful direction made the brand memorable, and professional polish still depended on careful proofreading.

By the final campaign, I was designing a system that could move from a long article to a chart, carousel, Story or event post without losing the idea behind it.

What I would do next

  • Add any verbal classmate feedback before the final course submission.
  • Test the Flavor Passport and calorie chart with real customers.
  • Measure saves, flavor votes, Story responses and in-store redemptions.
  • Use a final proofreading checklist for every public-facing asset.