SWOOP Brand Audit

In Spring 2024, I served as an Account Planner and Strategist for SWOOP Student Agency, the on-campus advertising agency at the University of North Texas. One of my key assignments was leading a brand audit of the agency itself to inform the development of a new sizzle reel that would elevate SWOOP’s positioning to both current and prospective clients.

To lead this initiative, I conducted comprehensive primary and secondary research, analyzing competitor agencies and collecting both internal and external perceptions of SWOOP from the UNT student body. The objective was to uncover SWOOP’s unique value proposition, brand voice, and positioning opportunities. I compiled my insights into a visual brand audit deck, which I presented to the agency sponsor. From there, I translated the research into a focused and strategic creative brief that laid the groundwork for the agency’s sizzle reel concept and direction.