Projects & Strategic Tools

A selection of cultural strategy and experience design projects, alongside guides, handbooks, and reports built to support your own thinking. Together they're a window into how I think and work, a way to understand my perspective before we ever sit down together. The projects reflect a habit of finding what makes any topic feel alive, and the guides open up the research and strategy behind them, so you leave with a few new questions and a little more curiosity than you arrived with.

Portfolio

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Portfolio *

  • The Viewing Party: Sports x Beauty Crossover Report

    The Viewing Party Economy explores a new opportunity at the intersection of beauty and sport

    As sport evolves into a social, cultural moment, beauty brands have a chance to show up differently and evolve beyond sponsorships. Inside, you’ll find key cultural shifts shaping sport today, strategic frameworks to design for emerging audiences, and guidance on building experience-led brand moments.

    Read It
  • Cultural Research Report

    Cultural Research

    Commissioned by Warm Street for research, this project explored the cultural shifts shaping an emerging Gen Z trend.

    The work mapped underlying behaviours and rituals, translating these insights into clear strategic directions and collaboration opportunities. The analysis was enriched with both French and international perspectives, grounding the work in a broader cultural context.

  • A Cultural Map of Ageism and Women Cultural Strategy Report

    A Cultural Map of Ageism and Women

    A cultural strategy deck exploring ageism toward women across cultures, combining semiotics, community dynamics, and emotional insight to understand how perceptions are shaped and reinforced.

    The work draws on research, lived examples, and references to identify key tensions, gaps, and opportunities for brands to respond with greater relevance.

    Read It
  • ByMel Spirits Campaign Actvation Brainstorm

    Spirts Campaign Activation

    For a live campaign brief developed for a spirits brand, I was brought in by a Creative Director to contribute cultural insight across regional contexts in France.

    My role focused on identifying nuanced local dynamics, informing the strategic direction, and supporting concept development through research-led thinking.

  • ByMel THOA Activation Strategy

    THOA Activation Strategy

    For a new partnership opportunity with an automobile company, I collaborated with the founder of a luxury florist to translate her vision into an experiential concept.

    Three creative directions were developed, and then the activation was designed based on the selected concept, shaping the end-to-end customer experience journey.

  • The Fan Pilgimage Cultural Strategy Report

    The Fan Pilgrimage

    As major sporting events pull fans across borders and continents, this cultural strategy report reframes sports travel as pilgrimage rather than tourism. It gives brands, hospitality groups, and host cities a way to design for the full emotional journey around major tournaments, not just matchday. Inside, you'll find the cultural shifts reshaping fan travel today, a framework for reading pilgrimage patterns across major sporting events, and practical guidance for building fan experience infrastructure that earns loyalty long after the final whistle.

    Read it

Tools

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Tools *

Guides

Filters

The Research Series Vol. 01 — Curiosity, Context & Perspective

Vol 1. Curiosity, Context and Perspective is a collection of my perspectives on research, inciting you to ask questions and follow your curiosity wherever it leads.

The kind of guide that can help you layer your thinking, right before making sense of trends, culture, and behaviours, and approach research with more intention.

The big bonus:
Inside, you’ll also find a curated list of the sources I use when researching beauty-related topics: from marketing and branding to strategy and social media.

This is a fit for anyone who’s navigating research, whether for academic or professional work purposes, or creating content.

Mel Tip: All guides are designed to be read, annotated, and revised.

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