Portfolio
Digital Marketing Case Studies 1 – 3
Graphic Design Case Studies 1 – 3
Digital Marketing Case Study 1
Cork Signs & Displays Ltd – Social Media Management & Digital Marketing
Client Overview
Cork Signs and Displays Ltd is a signage and display company based in Cork, providing high-quality signage solutions for businesses and events. As the company’s marketing and social media manager, my role spans content creation, social media management, website maintenance, analytics, and administrative operations, positioning the business for stronger digital visibility and streamlined client interactions.
Objectives
The key objectives of my work include:
- Building brand awareness across TikTok, Instagram, Facebook, and LinkedIn
- Showcasing products and behind-the-scenes processes through high-quality content
- Driving engagement and community interaction
- Keeping the website up to date with fresh imagery
- Tracking data insights to inform strategic marketing decisions
- Supporting sales and administrative operations for operational efficiency
Strategy and Execution
My strategy focuses on creating authentic, visually appealing content that highlights both the products and the production process. Organic content features behind-the-scenes footage of signage creation, while paid campaigns are designed to amplify reach and attract potential clients.
I maintain a consistent posting schedule across all social media platforms, including stories, reels, and feed posts, while actively engaging with followers and responding to enquiries. Content planning is guided by insights from Google Analytics 4, helping identify high-performing posts, audience behaviour, and opportunities for future campaigns.
Beyond content creation, I manage the company website, ensuring all projects and signage examples are showcased professionally. I also handle administrative responsibilities, including client communications for online orders, invoice management, payroll, and accounts. This integrated approach ensures that marketing, sales, and operations work in harmony to support business growth.
Results and Insights
Consistent social media activity and targeted paid campaigns have increased engagement, reach, and online visibility for Cork Signs and Displays. Behind-the-scenes content has been especially effective at generating interest, while regular analytics review helps refine posting and content strategy. Engaging with the online community and keeping the website updated has strengthened client relationships and reinforced the company’s professional image.
Key Takeaways
High-quality, authentic content drives engagement, analytics guide strategy, and integrating social media, website management, and client-facing tasks improves efficiency. Active community interaction builds trust and loyalty, showing how a combined approach can grow a small business’s brand while supporting day-to-day operations.
Digital Marketing Case Study 2
Colm Morrissey’s Hair Salon – TikTok Engagement Campaign
TikTok Engagement Campaign
Colm Morrissy’s Hair Salon, established in 2014 and based in Waterford, is an affordable luxury salon serving women, girls, and the LGBTQ+ community. In addition to salon services, the owner developed a professional haircare line produced in Italy, with a focus on curly hair refinement. His long-term objective was to sell these products through TikTok Shop, which requires 1.5K followers to activate selling features.
The Challenge
Prior to our collaboration, the salon’s TikTok lacked consistency and structured strategy, resulting in low engagement. With only two weeks to execute a live college project, our goal was to increase engagement, grow followers, build product awareness, and drive traffic to colmmorrissy.ie.
Strategy
We implemented a structured content strategy based on the AIDA model, using teaser videos to capture attention, problem focused hooks around curly hair challenges to build interest, product demonstrations to create desire, and clear calls to action directing users to the website. Each team member produced one strategic video, while staff participation was encouraged to normalise content creation within the salon and enhance authenticity, a key driver of TikTok engagement.
My paid TikTok focused on the curly hair product range, with graphics created in Canva, edited in CapCut, and optimised using trending audio. The video emphasised the product’s problem solving benefits and directed viewers to colmmorrissy.ie. Despite a limited budget and short campaign duration, it successfully increased visibility and engagement.
Results & Insights
Within two weeks, the campaign generated increased views, higher engagement, and noticeable growth in likes and followers. Analytics revealed that problem-focused hooks significantly outperformed generic promotional content, while authentic, staff-led videos and product demonstrations achieved stronger watch time and interaction. Consistent posting also improved algorithm performance and overall visibility. Most importantly, the data reinforced that community building must come before social commerce conversion.
Conclusion
Although TikTok Shop was not yet active, the campaign successfully built engagement momentum and moved the salon closer to eligibility. This case study demonstrates that even short-term, low-budget strategies can produce measurable digital impact when driven by structured planning, collaboration, and audience-focused content.
Digital Marketing Case Study 3
The Anatomy Lounge – WordPress Website Design & UX Optimisation
Client Overview
The Anatomy Lounge is a one-to-one aesthetic treatment business based in Cork, Ireland, offering personalised, non-invasive beauty and aesthetic services with a strong emphasis on safety, anatomy-guided practice, and client education.
During your Website Optimisation & Analytics module, you were tasked with building a WordPress website as a practical project. Instead of creating a fictional business, you based this project on your friend’s neighbour’s real business, The Anatomy Lounge, which you were also doing freelance graphic design for. This included designing a brand identity and marketing materials like flyers before progressing to the website build.
Project Goals
The main objectives of the website project were:
- Build a professional WordPress website for The Anatomy Lounge
- Showcase the brand identity and services
- Improve usability and user experience
- Enable clear conversion pathways (e.g., booking and contact)
- Implement basic analytics tracking to measure engagement and behaviour
Strategy and Execution
I chose WordPress as the platform because it is flexible, easy to manage, and suitable for long term updates. It also supports SEO, which is important for helping a local business appear in search results. The overall design reflected the brand identity I had already created, keeping colours, fonts, and tone consistent across the website, flyers, and other promotional materials.
The website included clear and simple pages such as Home, Services, About the Practitioner, and Contact and Booking, along with links to social media and a small gallery. This layout made it easy for visitors to quickly understand what The Anatomy Lounge offers and how to get in touch.
From a user experience perspective, I placed clear call to action buttons throughout the site, encouraging users to book or make contact. The content flows naturally from introducing the brand, to explaining treatments and qualifications, and then prompting the user to take action. I focused on keeping the site easy to read, simple to navigate, and fully responsive on mobile devices, as most clients searching for beauty services are likely to browse on their phones.
Analytics Implementation
As part of the module, I set up analytics tracking to monitor how users interacted with the website. This included reviewing page views, session duration, user behaviour flow, and how often visitors clicked on booking or contact buttons. By analysing this data, I was able to see which pages attracted the most attention and where users were leaving the site. This helped me understand how small changes in layout or content could improve engagement and overall performance.
Results and Insights
Although the project was completed for a college module, it resulted in a fully functioning WordPress website with a clean, professional design and easy navigation. The branding remained consistent across both digital and print materials, strengthening the overall identity of the business. The project also demonstrated clear application of user experience principles and an understanding of how data can guide website improvements.
Overall, I gained valuable insight into how users behave on service based websites, the importance of clear conversion pathways, and how analytics can support ongoing optimisation and more informed digital marketing decisions.
Key Learnings
- Consistency matters: Matching the website with existing brand visuals builds trust and recognition.
- User experience drives conversions: Simplifying the path from information to booking increases engagement potential.
- Analytics are essential: Without data, website performance cannot be meaningfully evaluated or improved.
Final Summary
The WordPress website project for The Anatomy Lounge served both academic and real-world needs. By combining graphic design, branding, UX planning, and analytics tracking, you delivered a digital platform that effectively represents the business online and sets the foundation for future digital marketing efforts.
Graphic Design Case Study 1
Promotional Advertisement
SuperValu Kids Smoothies
Overview
For my final year semester at MTU studying Graphic Design, I designed and created a motion graphics video as a promotional advertisement for SuperValu Kids Smoothies. The video aimed to engage children visually while highlighting the smoothies’ nutritional benefits and convenience for parents. Bright, playful animation and dynamic typography were used to reflect the fun, energetic nature of the product and make it appealing to a young audience.
The Challenge
The challenge was to create an advertisement that balanced playful visuals for kids with informative messaging for parents. It needed to communicate the product’s health benefits, real fruit content, and suitability as a lunchbox snack, while remaining entertaining and visually engaging.
Research & Strategy
I explored successful children’s food advertisements and motion graphics techniques that capture attention quickly. Research showed that vibrant colour palettes, fluid animation, and kinetic typography are key to holding a child’s interest. The strategy focused on combining playful design elements with clear, concise messaging that appeals to parents, creating a video that is both fun and informative.
Concept & Motion Approach
The motion graphics design focused on energy, clarity, and brand alignment:
Bright, bold colours to attract attention
Playful, animated characters and fruit elements to create fun and movement
Kinetic typography to highlight key selling points like “real fruit” and “1 of your 5 a day”
Smooth transitions and dynamic pacing to maintain engagement
The goal was to produce a short, lively video that communicates the product’s benefits in a visually engaging way while reinforcing the SuperValu brand.
Reflection
This project strengthened my skills in motion design, visual storytelling, and brand-focused communication. It highlighted the importance of understanding both target audiences — children and parents — and balancing entertainment with informative content. The experience reinforced my interest in creating design work that is visually compelling, strategically thoughtful, and commercially relevant.
Graphic Design Case Study 2
Brand Identity & Style Guide
Story? – Brand Identity & Style Guide
Overview
Story? is Ireland’s only international student documentary festival, running since 2017. It showcases student documentaries, branded films, and animation.
My role was to develop a new visual identity and style guide to give the festival a clearer, more contemporary presence.
The Challenge
The previous branding lacked consistency and strong positioning. The new identity needed to feel modern and international while still appealing to student filmmakers. It also had to work across print, digital, and event materials.
Research & Strategy
I looked at international documentary festivals, student audiences, and current visual trends. I focused on how documentary branding communicates honesty and inquiry.
The name Story? shaped the direction. The question mark became the core idea, representing curiosity and the starting point of every documentary.
Concept & Identity
The identity centres on strong typography and a clear, flexible system.
A logo that uses the question mark as a graphic element
Contemporary type that feels both professional and student-led
A bold, high-contrast colour palette
A modular layout system for print and digital use
Style Guide
I created a style guide outlining logo usage, typography, colour, and layout rules to ensure consistency across future festival materials.
Reflection
This project improved my ability to turn research into clear design decisions and build identity systems that can grow over time.
Graphic Design Case Study 3
App Design
Daisies New Beginnings
Overview
Daisies: New Beginnings is a financial wellbeing app aimed at young people who struggle with impulsive spending and money anxiety. Instead of focusing only on budgeting, the app combines financial tools with mindset support to encourage more thoughtful decision-making.
The Challenge
Many finance apps focus purely on tracking and restriction. They don’t address the emotional side of spending stress, boredom, social pressure, or avoidance.
The challenge was to design an app that felt supportive rather than judgmental, while still helping users become more aware of their habits.
Research & Strategy
I researched how young adults use money management tools and why many stop using them. Findings showed that complex dashboards and shame-based messaging push users away. The strategy was to create a calm, positive experience with simple financial insights and small mindset tools, including optional pre-transaction check-ins, affirmations, and guided prompts to help users reflect before spending.
Concept & UX Approach
The design focuses on clarity and ease of use.
Soft, approachable visual language
Simple navigation with minimal cognitive load
Pre-spend reflection prompts integrated seamlessly into the flow
Clear financial summaries without overwhelming data
The goal was to design something that feels like support — not surveillance.
Reflection
This project strengthened my understanding of behavioural design and user psychology. It reinforced the importance of empathy in UX, especially when designing for sensitive topics like money and wellbeing.