Strategic Partnerships Development Manager
Felicitea Digital Lab was contracted to support the content production and community engagement strategy for Buttah Skin's Ulta Beauty pop-up experience in Atlanta. Designed to celebrate beauty, culture, and connection, the activation combined live demonstrations, influencer engagement, educational programming, and immersive brand experiences to connect consumers directly with the brand.
Under my leadership, the Felicitea Digital Lab team executed content production and talent outreach efforts surrounding the event. From securing content creators and on-camera talent to coordinating influencer participation and developing coverage strategies, our team helped create a dynamic event experience while capturing high-quality marketing assets for future brand promotion.
SOCIAL IDENTITY | PROFILE AUDIT
As part of the campaign development, The FDL Agency reviewed Everything Collegiate’s existing social presence to identify opportunities for stronger brand recognition, positioning, and conversion.
The existing profile communicated the brand’s licensing credentials, but did not immediately tell new visitors what Everything Collegiate sells, who it serves, or what makes the brand culturally distinct.
We refined the profile experience by introducing the new EC brand icon for stronger recognition at social scale and rewriting the Instagram bio around a clearer consumer-facing message:
“HBCU pride goes wherever you go.”
The updated bio now quickly communicates the product offering, reinforces the brand’s officially licensed positioning, and introduces the lifestyle language “Rep your school. Carry your culture.” The result is a social identity that feels more intentional, recognizable, and aligned with the Travel in Spirit campaign.
Travel in Spirit Campaign
A seasonal digital campaign developed for Everything Collegiate to position its officially licensed HBCU travel pillows as more than a product, but as a way for students, alumni, and supporters to carry their school pride wherever they go.
Built around the campaign message “Travel in Spirit,” the concept places each school’s product within real travel moments, from baggage claim and airport terminals to departures and destination arrivals. The creative direction connects collegiate culture, travel, and lifestyle while giving Everything Collegiate a cohesive campaign that can expand across its licensed school portfolio.
Campaign Development
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Campaign Strategy & Concept
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Creative Direction
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Social Media Campaign
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Product Marketing
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Campaign Copywriting
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Social Identity Optimization
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Brand Submark Development
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Digital Mockups & Visual Assets
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Multi-School Campaign Integration
SOCIAL IDENTITY | GRID REFRESH
To support the rollout of the Travel in Spirit campaign, The FDL Agency developed a refreshed Instagram grid designed to make Everything Collegiate’s social presence feel more cohesive, product-focused, and lifestyle-driven.
The updated grid moves beyond traditional product imagery by placing Everything Collegiate’s travel pillows into real-world moments, from airport terminals and baggage claim to in-flight comfort and fulfillment. This gives customers an immediate visual understanding of how the products fit into their everyday travel experience.
We also introduced a more consistent mix of campaign creative, lifestyle imagery, product-focused content, and branded visuals, allowing multiple HBCUs to be represented while maintaining one recognizable campaign identity.
The result is a stronger social presence that feels intentional, culturally relevant, and built to turn the Instagram grid into both a brand experience and a visual storefront for Everything Collegiate.
CAMPAIGN SOCIAL ASSET
CAPTION COPY PROVIDED BELOW
Then for the Spelman creative:
Homecoming bound? Travel in spirit. ✈️💙
Whether you’re flying into Atlanta for SpelHouse Homecoming, heading back to campus, or taking your Spelman pride on your next trip, bring a little Blue & White with you.
Comfort for the journey. Pride for the destination.
Rep Spelman everywhere you go with officially licensed travel essentials from Everything Collegiate.
CAMPAIGN SOCIAL ASSET
CAPTION COPY PROVIDED BELOW
Homecoming bound? Travel in spirit. ✈️
Whether you’re flying back to Atlanta, heading home after Homecoming, or taking your Morehouse pride on your next trip, bring the Maroon & White with you.
Comfort for the journey. Pride for the destination.
Rep Morehouse everywhere you go with the officially licensed Morehouse Maroon Tigers Travel Pillow from Everything Collegiate.
CAMPAIGN SOCIAL ASSET
CAPTION COPY PROVIDED BELOW
Travel in spirit and rep your school wherever you go. ✈️
Comfort for the journey. Pride for the destination.
Shop officially licensed HBCU travel essentials at Everything Collegiate.
Strategic Partnerships Development Manager
Felicitea Digital Lab was contracted to support the content production and community engagement strategy for Buttah Skin's Ulta Beauty pop-up experience in Atlanta. Designed to celebrate beauty, culture, and connection, the activation combined live demonstrations, influencer engagement, educational programming, and immersive brand experiences to connect consumers directly with the brand.
Under my leadership, the Felicitea Digital Lab team executed content production and talent outreach efforts surrounding the event. From securing content creators and on-camera talent to coordinating influencer participation and developing coverage strategies, our team helped create a dynamic event experience while capturing high-quality marketing assets for future brand promotion.
