The challenge
Most adventures end up buried in a camera roll. Dijjoo needed to show why making something together could mean more than adding another image to the camera roll.
01 / Brand strategy · CU Boulder capstone
Ideas worth keeping.
Dijjoo turns shared experiences into keepsakes. My job was to give that idea a clear place in a Gen Z audience’s life.
My roleProject manager + head of strategy
The workPositioning, messaging + integrated campaign
FormatStudent brand concept
The case study / in six beatsHow I think.
How I think.
What I made.
The challenge
Show why a collaborative keepsake is more meaningful than another photo in a camera roll.
The insight
Adventure means something different to everyone, and shared memories are more powerful when people can make something together.
My role
I led positioning and messaging and managed the integrated campaign work.
The strategy
Ask “What does adventure look like to you?” and make the audience part of the answer.
The work
Key art, transit mockups, a social city challenge, and an airport concept are in the gallery.
The proof
The capstone deck connects the positioning to creative executions and a media plan.
01 / Campaign key art
02 / The idea out in the world
The thinking
A reason to keep the moment.
My approach
I carried the question “What does adventure look like to you?” through every part of the campaign.
What came out of it
The team developed key art, transit placements, a social city challenge, and an airport activation concept. The selected slides below show how one idea moves across channels.
CU Boulder capstone · 2024
Back to the workA closer look
Flip through the work.
01 / 07
01 / Positioning
Make memories together.
The brand position centers collaborative keepsakes: friends and family can create products that represent their journeys.
02 / The problem
A camera roll is not a keepsake.
Most adventures end up buried in a camera roll. Dijjoo gives people a way to revisit them together.
03 / The big idea
What does adventure look like to you?
A flexible question that lets the campaign celebrate small, personal, and faraway adventures.
04 / Creative direction
Many ways to adventure.
The key art uses varied people and places to make the idea feel open and personal.
05 / Out of home
Dijjoo in the world.
Transit mockups carry the campaign into the places where journeys begin.
06 / Social activation
A city challenge.
The proposal uses scenic photo stops, social posts, and QR codes to invite people to make and share their own adventures.
07 / Experiential
Picture yourself there.
An airport kiosk concept invites travelers to picture a destination, then fill an album with real memories from the trip.