Tanger
Cadency
For two semesters straight, I worked as a Creative Designer with Cadency, a student-led brand consulting agency at Clemson, and managed Tanger Inc. (formerly Tanger Outlets) as a client with my team. At the start of each semester, we were given an ask from our client that we were expected to creatively problem solve.
Spring 2025THE ASK: Gain deeper insights into Gen Z's perception of the Tanger brand and develop targeted content and messaging strategies to effectively engage and connect with this audience.
THE PROCESS: This was Tanger’s first time as a client with Cadency, so the majority of the semester was research intense work. We did in-depth analysis into all things Tanger, shopping trends, outlet stores, Gen-Z’s interests, and so on. We utilized resources like WARC, Sprinklr, Google Analytics, and Qualtrics to conduct our research and even conducted focus groups and a survey that got 200+ responses.
Once we collected enough information, we were able to begin formulating our creative strategy. We pitched activation events across different Tanger Outlet stores and emphasized that Gen-Z values experiences over tangible items, meaning that Tanger must orient themselves as an experiential event rather than just a discount shopping mall.
THE FINAL: Due to confidentiality reasons, I cannot share our final presentations, but my team and I had the incredible opportunity to present our final presentation in person to Tanger’s Media Director Devin Ostermann and CEO Stephen Yalof. This was the first time a team with Cadency presented to a CEO, so it was a very proud moment.
This is a video I created as an example advertisement or slogan for Tanger. I focused on emphasizing that shopping at Tanger is about more than getting good deals, but the experiences and memories you can make there.
Fall 2025THE ASK: The Tanger team loved our proposed idea from the previous semester of starting a campus ambassador program, so for the new semester they wanted us to elaborate on this plan. Our new ask was to design a beta college ambassador program to increase brand awareness, strengthen campus engagement, and foster authentic peer-to-peer connections.
THE PROCESS: To begin the semester, we started with concentrated research on campus ambassador programs belonging to other companies to understand what the typical process looked like. We conducted multiple focus groups with students who participated in some of these programs as well as conducted a survey to understand what students would like to see or expect in an ambassador program.
THE FINAL: Once we felt that we had a good understanding on what campus ambassador programs looked like, we developed our own ambassador guides that detailed every part of the program, including recruitment, onboarding, compensation, and so on.
During the semester, my team split into groups to tackle sprint sessions. I was assigned an Artificial Intelligence sprint that asked us to leverage AI tools to enhance content ideation, creation, and performance optimization across social platforms. This is an n8n-based workflow that I mapped out to illustrate how AI can be used to speed up content creation while maintaining the brand’s identity.