Hi, I am Fiona
A Creative Strategist / Strategic Designer
with main focus on Brand Storytelling, Digital Experience, and Experiential Design.


                                                                                                                                                         
TH EXPERIENTIAL DOVE X US OPEN 2025
PROBLEM
Dove wanted to bring its Body Confident Sport Program to the US Open in a way that reached young female athletes, drove engagement, and stayed true to its mission of empowerment and confidence. The challenge was making the activation stand out in a crowded, high-profile event.

INSIGHT
Fans connect best when they can participate in experiences that tie directly to brand purpose. Interactive, shareable moments create stronger emotional impact than static branding.

STRATEGY
Build a purpose-driven experience zone at the US Open that empowered young athletes, highlighted Dove’s mission, and generated organic reach through hands-on and social-first activations.

EXECUTION
  • Created interactive zones including a giant tennis ball signing wall, branded product displays, and photo moments
  • Wove Dove’s mission into every element of the activation
  • Featured athlete partnerships with Venus Williams and Emma Navarro to boost visibility
  • Designed assets for TikTok and Instagram to extend the experience beyond the venue

RESULTS
  • 7,000+ attendees engaged
  • 50,000+ photos generated across social platforms
  • 2,850 bracelets and 2,950 lanyards distributed alongside Dove products
  • Strong brand amplification through live and digital engagement

MY CONTRIBUTION
  • Worked on the recap and one-pager that summarized the activation
  • Highlighted key metrics and outcomes for client reporting
  • Structured the deliverable into a clear and visual format to communicate the impact

F1 × i2c (MASTERCARD) MIAMI 2025
OVERVIEW
For the Miami Grand Prix, Mastercard and i2c wanted an activation that went beyond static branding and gave fans a more immersive, memorable experience.

MY CONTRIBUTION

  • Produced AI-generated mockups of booth concepts using NanoBanana
  • Built moodboards inspired by current experiential and cultural trends
  • Proposed activation activities that tied directly to F1 culture and Mastercard’s positioning
  • Developed tiered price planning to present scalable options for the booth design
  • Contributed to client-facing decks, translating ideas into visuals and clear activation concepts

    RUNGCHA      








    OVERVIEWRungCha is a personal venture I created as a way to explore sustainable product design, brand storytelling, and cultural identity. The brand focuses on tea inspired by Thai and Taiwanese traditions, with an emphasis on organic ingredients, circular design, and reusable materials.

    STORYTELLING & CREATIVITYRungCha was born from my interest in blending heritage with modern sustainability. I wanted every element to tell a story:
    • Packaging inspired by natural textures and everyday rituals
    • Reusable cotton tea bags threaded with crystals, meant to be repurposed after their tea life into soap holders or closet diffusers
    • Brand voice rooted in slow living, wellness, and cultural connection, bridging East Asian tea culture with a contemporary New York audience

    BRAND IDENTITY & CONTENT STRATEGY 
    • Designed the brand identity: logo, visuals, and aesthetic direction that felt artisanal yet modern
    • Created packaging mockups that balanced minimal design with storytelling about origins and sustainability
    • Built content concepts for social media, showcasing rituals around brewing, reusing tea bags, and connecting with community
    • Experimented with product prototypes, testing materials like unbleached cotton and bead-threaded reusable bags
    • Developed the brand’s story arc, positioning RungCha as more than tea, as a lifestyle rooted in creativity, ritual, and responsibility

    NESTSEEKERS INTERNATIONAL


















    OVERVIEW
    During my internship with Nest Seekers, I worked with top luxury real estate agents to design and execute digital marketing strategies that would expand reach, increase engagement, and strengthen brand presence across multiple platforms.

    MY CONTRIBUTION
    • Developed social media campaigns tailored to high-end listings, using platform-specific strategies across 9 channels
    • Designed and tested interactive content such as reels and engagement-driven stories to capture non-followers
    • Curated targeted email lists and supported personalized outreach campaigns to connect with high-intent buyers
    • Assisted in analyzing performance data to identify patterns in reach and engagement, adjusting content accordingly
    • Collaborated on deck-building and content calendars that aligned with property launches and seasonal market trends
    SNACC.FIT                          








    OVERVIEW
    Snacc Fit is a wellness brand focused on healthy snack solutions. As a Digital Marketing and Strategy Intern, I worked with the team to strengthen brand presence, engage the community, and streamline campaign reporting.

    MY CONTRIBUTION
    • Monitored campaign KPIs to track performance and supported incentive programs that increased community engagement
    • Maintained and organized an asset and outreach database of 1,200+ contacts, streamlining content and sample requests
    • Collaborated with marketing, creative, and customer teams to build monthly briefs and tactical plans
    • Prepared performance reports and presentations to highlight outcomes and inform next steps for campaigns

    TERO ENTERTAINMENT  
       
    OVERVIEW
    As a Digital Strategy Intern at Tero Entertainment, I contributed to digital marketing campaigns for media, tourism, and pharma clients. My work centered on campaign analysis, KPI tracking, and cross-team coordination to improve performance and streamline operations.

    MY CONTRIBUTION
    • Led performance analysis of AI-driven campaigns, resulting in a 15% lift in engagement, a 58.8% boost in conversions, and a 21.7% ROI improvement
    • Coordinated asset trafficking and sample delivery across digital, sales, and production teams to keep campaigns on track
    • Supported monthly business reviews and town halls, preparing KPI dashboards and slide decks that communicated campaign outcomes to leadership

    MARIA PET FOOD (TERO ENTERTAINMENT)                            

















    OVERVIEW + MY CONTRIBUTION
    During my internship at MARIA Pet Food, I leveraged advanced AI tools to develop dynamic, fully AI-generated social media content that captured the brand's essence. Using ChatGPT's DALL-E, Gemini, Runway AI, and Adobe Firefly, I crafted visually appealing posts, seamlessly blending animation and editing to engage our audience. Each piece was meticulously designed to highlight MARIA’s commitment to quality pet nutrition, from vibrant visuals to motion graphics that brought product benefits to life. This approach allowed for a cohesive and innovative content strategy, effectively enhancing MARIA’s digital presence with engaging, modern storytelling techniques.
    BONSAI FLORAL SHOP BRAND CONCEPT + BRAND IDENTITY OVERVIEW For this local floral store concept, the client envisioned a minimalistic, elegant, and meaningful brand identity. The goal was to create a design that reflected the essence of bonsai trees while capturing the refined atmosphere of a boutique floral business.


    STORY TELLING & CREATIVITYI drew inspiration from the symbolism of bonsai trees, which represent harmony, health, and prosperity. To bring this vision to life, I began with a hand-sketched symbol inspired by Japanese Ikebana. That sketch was refined in Procreate and later developed into a series of simple yet impactful logos in Adobe Illustrator. The final design embodies the delicate balance and refined beauty of bonsai, aligning seamlessly with the client’s request for minimalism and meaning.

    MY CONTRIBUTION
    • Created initial sketches inspired by Ikebana and refined them digitally
    • Designed a series of logo concepts with a clean, minimal aesthetic
    • Used Procreate and Adobe Illustrator to develop the final identity system
    • Delivered a cohesive branding package that expressed harmony, prosperity, and elegance through design

    ZEN FLORA   FLORAL SHOP BRAND CONCEPT + BRAND IDENTITY

    OVERVIEWFor Zen Flora, the client wanted a brand identity that felt cozy, soft, and feminine. The goal was to capture a floral shop experience that was both welcoming and elegant, while reflecting a natural and organic spirit.

    STORY TELLING & CREATIVITY    I drew inspiration from the client’s vision and translated it into a minimal yet expressive design system. The centerpiece of the identity is a hibiscus flower, chosen for its symbolism of delicate beauty, love, and positive energy. The design balances a clean, organic aesthetic with warmth and intimacy, mirroring the atmosphere of a floral boutique.
    MY CONTRIBUTION
    • Designed the brand identity, creating a minimal and feminine visual system
    • Crafted the hibiscus flower symbol to embody the shop’s essence and values
    • Built moodboards and design directions to align with the client’s desired cozy and elegant aesthetic
    • Delivered a final brand design package that visually captured the story of Zen Flora as a soft, welcoming floral shop

    CREATIVE FREELANCE WORK                        









    DESIGN AND BRANDING PROJECTS    Alongside my academic and internship work, I have taken on freelance projects that allowed me to apply creative strategy and design to real businesses. These projects ranged from branding to pitch deck design, giving me experience in tailoring visual communication to fit unique client needs.

    STORYTELLING & CREATIVITYMy freelance work was about more than just visuals, it was about aligning design choices with business strategy. I translated client visions into identities, presentations, and deliverables that communicated clearly and looked polished.


    BRAND IDENTITY & CONTENT STRATEGY 
    • Collaborated with small businesses and entrepreneurs to design logos and branding systems
    • Redesigned business proposals and pitch decks, making them visually compelling and easier to follow
    • Built visual identities that captured client goals and translated them into recognizable design elements
    • Balanced aesthetic design with strategic clarity, ensuring every deliverable served both brand storytelling and business objectives.





    Fiona Chen 
                                                          Fiona (Hsi) Chen 





    ABOUT

    Fiona Chen is a Strategic Design and Management student at Parsons in New York, focused on creative strategy and digital marketing. She works across wellness, beauty, entertainment, and e-commerce, bringing multicultural insights into strategy work and turning research into clear storytelling, activation ideas, and measurable campaigns. Skilled in trend analysis, deck building, and KPI-driven execution across experiential and digital projects, she is known for clean briefs, actionable ideas, reusable assets, and reporting that shows what worked. Fiona helps teams connect insight and creativity into effective and sustainable solutions.

    NYC


    CONTACT
    Fionahsichen@gmail.com
     Here


    EDUCATION
    Parsons School of Design, The New School
    BBA, Strategic Design & Management
    Expected Graduation: May 2026

    • Focus in Creative Strategy and Digital Marketing
    • Coursework in Trend Analysis, Strategic Foresight, Finance, and Innovation Research
    • Projects include brand strategy, market entry planning, and future scenario building
    • Dean’s List, multiple semesters

    CERTIFICATIONS
    • Meta Social Media Marketing Professional Certificate (Issued Jun 2024)
    • IBM GenAI for Execs & Business Leaders: Integration Strategy Certificate (Issued Jun 2025)
    • Google Project Management Professional Certificate (Issued Aug 2025)
    • Brand Management: Aligning Business, Brand and Behaviour Certificate (In Progress)
    • McKinsey & Company Forward Program  (In Progres)