OBJECTIVE
The Fitt seeks to revolutionize the adaptive diaper market by addressing the unique needs of the special needs community. CASE was tasked with crafting a comprehensive branding suite, including the brand strategy, packaging design, visual identity, e-commerce experience, and launch campaign.

MY ROLE
As part of my summer internship, I led an in-depth competitive analysis to help identify white space in the category and contributed to developing the brand’s purpose, positioning, and personality. I collaborated on the "look and feel" workshop, where we explored how the brand’s essence could be visually and verbally communicated to consumers. My focus was on bridging strategy with creativity to deliver an authentic and impactful brand story.

PROJECT ACHIEVEMENTS
This project honed my skills in building a brand from the ground up, particularly in the highly sensitive and emotional adaptive market. Key takeaways from the project include:

• Understanding how to identify unmet emotional needs in underserved categories and translate them into actionable brand strategies.

• Developing a cohesive brand platform that aligns purpose with consumer expectations and market opportunities.

• Translating strategic insights into compelling visual and verbal brand expressions that connect deeply with target audiences.