Marketing & PR module in collaboration with creative communications agency Gung Ho (@gungho_co)

The brief was to choose a brand from Gung Ho client list and a cause to align the brand’s aims and objectives. I chose the all Female cycling brand, Liv Cycling (@livcycling ) and the cause was Internatio


nal Paralympic Committee, Cycling division (Global scale) and Wheels for Wellbeing (National scale), spreading awareness of the negative and detrimental sentiments that Disabled cyclists face on a daily basis whilst riding as well as the gender equality within the sport.

I was specifically interested in Liv Cycling as my late Great Grandmother, Clara Margaret Franklin, cycled 194 miles from London to Bradford when she was just 19 years old and was considered one of the first females to do so. She always reminisced the fond memories of her cycling days and I wanted to ensure her memory lived on through the brand.

I chose 4 influencers to represent the cycling brand on different levels. First was a current Liv Cycling Ambassador, Emily Young who would use her platform to promote the causes. The second was Alyssa Seely, US Paratriathlete and won the Best Female Athlete with a Disability at the ESPY’s 2019, she would be a representative for International Paralympic Committee. She is also a Liv Global Ambassador.

The third was Nikki Jan, Senior Global Marketing Manager and she would be liaising with Gung Ho to launch global campaigns. The last influencer is Baraa Luhaid, Saudi Arabia’s first-ever female cyclist who promotes the empowerment of female cyclists in a male-dominated society.

I wrote up Marketing and PR objectives and strategies with specific Offline, Online, Print and Media methods of execution.

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