Portfolio

Below are some of the examples of work that I have done. They include writing, graphic design and digital imaging. I have also included a video I created for a class at the University of Florida. I edited together provided video clips using Adobe Premiere video editing software (the recorded clips are not my original work).

Writing

I have published several reports on topics from situation analysis and strategic plans to a blog on social media advertising.

Social Media Advertising

Severely Underfollowed is a blog written by me, Arlene Chen. The blog demonstrates the importance of social media in advertising, along with aspects such as tactics, strategies and the most effective or cost-efficient types of social media advertising.

Situation Analysis

I co-wrote Starbucks Situation Analysis for my Digital Insights class that was taken in Fall 2018. This is a collection of methods that managers use to analyze an organization’s internal and external environment to understand the organization’s capabilities, customers, and business environment.

Instructions Guide

How to Advertise on Instagram is a mini instruction manual I wrote on how to utilize the famous social media app, Instagram. It includes a complete step-by-step guide for businesses to generate advertisements through the app, along with linking a business account to Facebook.

Advertising Strategic Plan

Starbucks Advertising Strategic Plan was created for my Advertising Strategy class that was taken in Fall 2018. This is a document used to communicate with the organization the organization goals, the actions needed to achieve those goals and all of the other critical elements developed during the planning exercise.

Field Report

Field Report: Public Perception and Consumer Conscience of Advertising was created for my professional writing course I took in Fall 2018. The purpose of this report is to enhance the general public’s knowledge of the advertising industry as it intersects consumer conscience, or how consumer choices are biased or swayed by ethical beliefs.

Innovation White Paper

Social Media in Advertising: Innovation White Paper was created for my professional writing course I took in Fall 2018. The innovation I chose was social media in advertising including the history, the current state, and detailed examples of the innovation.

Brand Audit

I co-wrote Starbucks Brand Audit for my Branding class that was taken in Summer 2019. This is a thorough examination of a brand’s current position in the market compared to its competitors and a review of its effectiveness, helping determine the strength of the brand together with its weaknesses.

Creative Brief

I have written creative briefs for Coca-Cola, Tide, and Doritos for my Copywriting & Visualization class that was taken in Summer 2019. This is a document used by creative professionals and agencies to develop creative deliverables: visual design, copy, advertising, web sites, etc.

Graphic Design

Below are examples of a mood board, color palette and personal infographic created for a personal branding assignment.

Digital Campaigns

Campaigns (Coca-Cola, Tide, Doritos) are a series of advertisement mockups I created for my Copywriting & Visualization class that was taken in Summer 2019. These are advertising concepts done using Adobe InDesign for clients including Coca-Cola, Tide and Doritos.

Rough Sketches

I have drawn rough sketches for Coca-Cola, Tide, and Doritos for my Copywriting & Visualization class that was taken in Summer 2019. These sketches were then refined and digitalized through Adobe InDesign to create simple, professional quality execution of my ideas.

InDesign Booklet

College of Journalism and Communications Study Abroad is a booklet I designed on Adobe InDesign for my Sight, Sound and Motion course I took in Spring 2019. The booklet demonstrates the process of creating printer spreads from layout spreads, called imposition, for purposes such as professional printing.

Digital Imaging

I co-designed this GIF to be entered in the 2019 PSAid Contest. PSAid is a nationwide, annual contest that calls for Public Service Announcement (“PSA”) entries that demonstrate why monetary donations are the most effective way to support international disaster relief. This entry placed in the 2019 People’s Choice Category.

Video Editing

This is a video I edited using Adobe Premiere video editing software. The clips were provided to me as a class assignment and are not my original work.