WORK TYPE:
CASE STUDY
CLIENT:
CHAPMAN'S ICE CREAM
YEAR:
2025
EXPERIENCE:
INTEGRATED MARKETING CAMPAIGN
Chapman's Passport
about.
Chapman’s Passport is a mock integrated marketing campaign designed to introduce a premium line of internationally inspired ice creams: Matcha Mochi from Japan, Pistachio & Cardamom Kulfi from India, and Ube & Coconut Macapuno from the Philippines. The concept combined global flavor trends with Chapman’s tradition of Canadian quality ice cream.
challenge.
The challenge was to create a new sub-brand identity that differentiated the Passport Collection from Chapman’s core product while remaining recognizable. This required strategic positioning, consumer research, and developing mock assets — including logo, packaging, social ads, and rollout visuals — all while maintaining cohesive design language across platforms.
result.
The final campaign presented a 360° brand experience, complete with key visuals, influencer teaser posts, and mock OOH (out-of-home) ads. The project demonstrated my ability to lead concept ideation, design, and execution within a cohesive integrated strategy. Feedback highlighted its strong visual identity and realistic campaign framework suitable for a national launch.
