Chase Aldous

Author: chaseabb2@gmail.com

  • Photography

    Photography

    Behind the Lens: How Photography Fueled Unfinished USA’s Brand & Marketing

    In streetwear, visuals are everything. From social media to email campaigns and website design, photography played a crucial role in shaping Unfinished USA’s brand identity and marketing success. Every shot needed to capture the energy, authenticity, and lifestyle that the brand represented—whether it was for a product drop, a social media campaign, or an email marketing push.

    Here’s how I used photography to elevate Unfinished USA across multiple platforms:

    Capturing the Aesthetic: Photography for Social Media

    With Unfinished USA’s strong presence on Instagram & TikTok, every post needed to grab attention instantly. I focused on:
    📸 Lifestyle Shoots – Featuring real people wearing the products in urban settings to emphasize authenticity.
    🔥 Close-Up Product Shots – Showcasing high-quality embroidery, fabric details, and craftsmanship.
    🎥 Behind-the-Scenes Content – Giving followers a glimpse into the creative process, from sketches to final production.

    Driving Conversions: Photography for Email & SMS Marketing

    For email and SMS campaigns, I used photography to create a strong emotional connection with the audience.
    ✉️ Email Banners & Featured Images – High-resolution images to showcase the latest drops in a visually appealing way.
    📲 MMS & SMS Campaigns – Using dynamic visuals to catch attention and drive urgency for limited releases.
    🛒 Product-Focused Photography – Clean, high-contrast images optimized for mobile viewing.

    Enhancing the E-Commerce Experience: Website Photography

    A strong website isn’t just about functionality—it’s about visually immersing customers in the brand. I curated:
    🖼 Hero Banners & Homepage Imagery – High-quality images that immediately captured the essence of each collection.
    🔍 Detailed Product Photography – Multi-angle shots that let customers see the product in full detail before purchasing.
    📷 Editorial-Style Collection Pages – Showcasing lookbook-inspired images to enhance the storytelling aspect of each release.

    Final Thoughts

    Photography was the backbone of Unfinished USA’s brand storytelling, helping to:
    🎯 Increase engagement on social media with high-quality visuals.
    💰 Boost email & SMS conversions by using compelling imagery.
    🛍️ Create an immersive shopping experience through strong product photography.

    By maintaining a consistent visual style across all platforms, I ensured that Unfinished USA wasn’t just a clothing brand—it was a movement.

  • Email & SMS Marketing

    Email & SMS Marketing

    How Email & SMS Marketing Drove Sales for The Battle of The USA Hat

    For the launch of The Battle of The USA Hat, I designed a strategic email and SMS marketing campaign to maximize engagement and sales. By leveraging a split test for the release campaign and implementing a post-purchase funnel inspired by Nike SNKRs’ “Got ‘Em” messaging, I was able to create a high-converting, hype-driven experience for customers.

    Here’s how I executed this campaign and the key takeaways from the results:

    Phase 1: Split Testing the Product Launch Campaign

    To ensure the most effective messaging for the release, I set up a split test for the initial email & SMS blasts. The goal was to determine which approach would drive the highest conversions.

    The Test:

    I divided the contact list into two segments, each receiving a different variation of the launch message:
    🅰️ Email & SMS Version A – Focused on exclusivity & scarcity, using messaging like:
    “Only a limited number of Battle of The USA Hats are available—once they’re gone, they’re gone!”

    🅱️ Email & SMS Version B – Focused on storytelling & design inspiration, explaining the creative process behind the hat.
    “Inspired by the legendary Battle of the Bay, this streetwear essential blends history with modern design. Get yours now!”

    📊 Results:

    • Version A (Exclusivity & Scarcity) had a higher conversion rate, creating urgency that drove immediate sales.
    • Version B (Storytelling Approach) had a higher email open rate, indicating strong engagement but lower purchase intent.

    🖼 (Image: Side-by-side comparison of both email versions, showing differences in design and messaging.)

    Phase 2: Post-Purchase Email & SMS Funnel Inspired by Nike SNKRs

    To enhance the buying experience and build long-term customer engagement, I implemented a post-purchase email & SMS funnel inspired by Nike SNKRs’ famous “Got ‘Em” campaign.

    The Funnel Flow:

    ✅ Immediate Purchase Confirmation – Customers received a branded “Got ‘Em” message with a custom image of the hat.
    🕐 Shipping Updates & Anticipation Building – Follow-up SMS/email updates kept customers excited about their delivery.
    ⭐ Engagement & UGC Collection – Once the hat arrived, a final email encouraged buyers to share a photo wearing it on social media with a branded hashtag.

    🖼 (Image: Screenshot of the “Got ‘Em” post-purchase email for The Battle of The USA Hat.)

    Key Takeaways & Impact

    🚀 Split testing proved that scarcity-driven messaging converts best for limited drops.
    📩 A strong post-purchase funnel builds hype, leading to repeat purchases and organic social engagement.
    📊 Combining email & SMS ensured higher reach and engagement, covering multiple touchpoints.

    Final Thoughts

    This campaign showcased the power of data-driven marketing, split testing, and post-purchase engagement in driving sales and strengthening brand loyalty. By creating a Nike SNKRs-style buyer experience, we turned a product drop into a community-driven event, leading to strong customer retention and increased brand excitement.

  • CyberHype Charlotte

    CyberHype Charlotte

    Driving Tech Community Growth: My Internship Experience with CyberHype Charlotte

    Interning at CyberHype Charlotte gave me the opportunity to apply my expertise in brand strategy, digital marketing, and web development to help strengthen Charlotte’s tech ecosystem. Over the course of my internship, I worked on revamping the brand identity, managing social media growth, developing engaging content, and leading key digital projects to enhance the organization’s reach and impact.

    Here’s a look at what I accomplished during my time at CyberHype Charlotte:

    Leading the Brand Strategy & Rebranding Initiative

    A strong brand is the foundation of any successful organization, and one of my first tasks was to refresh CyberHype Charlotte’s identity to better connect with the local tech community. I led the rebranding initiative by:
    🎨 Designing a new color palette and logo that aligned with CyberHype’s mission and vision.
    🖼 Creating a cohesive set of visual assets for digital and social media use.
    ✍️ Crafting compelling copy that effectively communicated CyberHype Charlotte’s role in fostering tech collaboration.

    Driving Social Media Growth & Engagement

    With a focus on organic content and data-driven strategy, I directed CyberHype Charlotte’s social media presence, particularly on LinkedIn, where we:
    📈 Achieved 24,488 impressions in just nine months.
    🚀 Grew the LinkedIn audience by 53.6%, increasing brand visibility and engagement.
    🔍 Refined content strategies using KPIs and analytics to improve reach and interaction.

    Content Creation: Showcasing Charlotte’s Tech Community

    One of my key responsibilities was developing weekly content themes that highlighted:
    🌟 Innovative tech companies in Charlotte.
    👩‍💻 Leaders in the local tech industry making an impact.
    📰 Charlotte tech news & upcoming events to keep the community informed.

    By tailoring content to engage our audience, we strengthened CyberHype Charlotte’s role as a trusted resource for tech professionals in the region.

    Website Revamp & Digital Product Development

    As part of our digital transformation efforts, I led the development of a new website on Beehiiv and designed a mobile app for CyberHype Charlotte, enhancing accessibility for users. The key features included:

    📌 Job Board: Connecting job seekers with local tech opportunities.
    🎟 Events Board: Highlighting major tech events to boost community participation.
    📩 Monthly Newsletter – The Charlotte Tech Digest: Delivering essential tech news and updates.

    Final Thoughts

    My internship at CyberHype Charlotte was an invaluable experience that allowed me to apply my skills in branding, social media marketing, content creation, and digital product development to support a growing tech community. The work we accomplished during this period laid the foundation for CyberHype Charlotte’s continued impact in Charlotte’s tech ecosystem.

  • Data Analytics & Visualization

    Data Analytics & Visualization

    Mapping the NFL Draft: A Data-Driven Look at Player Origins (2010-2022)

    In today’s sports world, data visualization plays a crucial role in uncovering patterns and insights that might not be immediately obvious. As part of my Data Analytics & Visualization coursework, I created an interactive map using SQL for data processing and Datawrapper for visualization, highlighting where NFL draft picks from 2010 to 2022 originated.

    This project allowed me to analyze trends, structure large datasets, and create a compelling visual representation of how different states—and even countries—have contributed to the NFL talent pool.

    The Insights: Where Do NFL Players Come From?

    By analyzing 3,320 draft picks, I uncovered key trends in player origins:

    🏆 Top Player-Producing States:

    • Florida: 397 picks (The nation’s leader in NFL talent production)
    • Texas: 387 picks (A powerhouse in high school and college football)
    • California: 343 picks (A major recruiting ground for top programs)

    📉 Lowest Player-Producing States:

    • Vermont: 0 picks (No players drafted during this period)
    • Alaska & Maine: 1 pick each (Minimal football presence)

    🌍 Beyond the U.S.:

    • Canada: 16 players drafted
    • Other international players: 57 total, proving that the NFL Draft has a global reach.

    The Process: From Raw Data to Interactive Visualization

    To build this interactive map, I followed a structured data analytics workflow:

    📊 Data Collection & Cleaning (SQL Processing)
    I queried data from NFL draft records, using SQL to:

    • Filter and clean raw draft data, ensuring accuracy in player locations.
    • Group players by state and country, counting the total picks from each region.
    • Rank states based on draft picks, allowing for an easy-to-read comparison.

    🗺 Creating the Map with Datawrapper
    Once the data was processed in SQL, I imported the cleaned dataset into Datawrapper to create an interactive, color-coded map.

    • Hover-over tooltips allow users to see exact draft numbers for each state.
    • A heat map effect visually highlights the top talent-producing regions.

    Why This Matters: The Power of Data in Sports

    This project reinforced how data analytics can tell powerful stories in sports. By simply mapping draft picks, we can:

    • See the dominance of certain regions in producing NFL talent.
    • Identify underrepresented states where football development could grow.
    • Understand international growth, showing where the NFL is expanding its reach.

    Final Thoughts

    Through SQL-powered data processing and interactive visualization with Datawrapper, I transformed raw NFL Draft data into a compelling data-driven sports analysis. This project deepened my skills in database management, query optimization, and visual storytelling, proving how valuable data analytics can be in uncovering insights across industries.

  • Unfinished USA Product Design

    Unfinished USA Product Design

    Behind the Design: The Battle of The USA Hat

    When I set out to design The Battle of The USA Hat, I wanted to create more than just a piece of headwear—I wanted to blend sports nostalgia with streetwear culture. This project took inspiration from The Battle of the Bay 1989 World Series logo, which I reimagined through my own creative lens. From concept to execution, this was a deep dive into product design, manufacturing, and marketing.

    Here’s how I brought The Battle of The USA Hat to life:

    Finding Inspiration & Concept Development

    The creative process began with research. I wanted to capture the energy of historic sports rivalries while giving it a fresh and modern twist that fit Unfinished USA’s streetwear aesthetic.

    Using Adobe Illustrator & Photoshop, I designed a bootleg-style reinterpretation of the iconic logo, incorporating elements that made it unique to Unfinished USA. This step involved multiple iterations, testing different typography, layouts, and color schemes to ensure the final design felt bold and timeless.

    Creating the Tech Pack & Preparing for Manufacturing

    Once the design was finalized, I developed a tech pack, a crucial document detailing every aspect of the hat—materials, stitching, color references, and embroidery placements. A well-prepared tech pack ensured that my manufacturers in Hong Kong could bring my vision to life with precision.

    Manufacturing & Sampling

    Working with my manufacturers, we went through several sample rounds to perfect the:
    ✔️ Embroidery details – Ensuring the stitched logo was sharp and high quality.
    ✔️ Hat structure & fit – Finding the perfect shape and material for durability and comfort.
    ✔️ Color matching – Making sure the final product matched the original design vision.

    Each revision helped refine the product until it was exactly how I envisioned it.

    Photoshoots & Marketing Campaign

    With the final product in hand, it was time to build hype for the launch. I planned and executed a photoshoot to showcase the hat in different settings, ensuring the visuals matched Unfinished USA’s branding.

    📸 Streetwear-inspired photoshoots – Shot in urban settings to highlight the hat’s everyday wearability.
    🎥 Short-form content for social media – Created teaser videos and behind-the-scenes clips to generate anticipation.
    🔥 Influencer & ambassador marketing – Sent early release samples to brand ambassadors to start organic promotion.

    Selling Through Shopify & E-Commerce Strategy

    The hats were exclusively available on my Shopify store, where I optimized the product page with:
    🛒 High-quality images & lifestyle shots – Giving customers a full view of the product.
    💬 Compelling product descriptions – Highlighting the story behind the design.
    ⚡ Scarcity marketing tactics – Announcing limited stock to drive urgency.

    Final Thoughts

    From a bootleg-inspired sketch to a fully realized streetwear piece, The Battle of The USA Hat was a testament to design, execution, and strategic marketing. Seeing it sell out was proof that storytelling and branding are just as important as the product itself.

    This project reinforced my passion for product design, brand development, and e-commerce, and it’s only the beginning.

  • Unfinished USA Website Design

    Unfinished USA Website Design

    How I Built a High-Performance E-Commerce Store for Unfinished USA

    When I launched Unfinished USA, I knew that having a strong e-commerce website was the key to success. More than just a place to sell products, my Shopify-powered store became the hub of my brand, driving sales, building customer relationships, and scaling a streetwear business that reached thousands of customers worldwide.

    Here’s how I built and optimized the e-commerce experience for Unfinished USA:

    Choosing Shopify as the Backbone of My Brand

    I selected Shopify as the foundation for Unfinished USA because of its flexibility, ease of use, and powerful integrations. With Shopify, I was able to:
    ✔️ Customize the storefront to align with my brand identity
    ✔️ Optimize for mobile-first shopping, ensuring a seamless experience for customers
    ✔️ Integrate third-party apps to enhance functionality and increase conversions
    ✔️ Track performance with built-in analytics, allowing me to make data-driven decisions

    Designing a Seamless Shopping Experience

    A great e-commerce site isn’t just about looking good—it’s about making it easy for customers to shop. I focused on:
    🎨 Clean, high-quality visuals – Every product page featured professionally edited images that showcased each piece in detail.

    🛒 Streamlined navigation – Customers could easily find new releases, bestsellers, and exclusive collections.

    ⚡ Fast & mobile-friendly UX – Since most traffic came from social media, I ensured the site was optimized for mobile with quick load times and intuitive design.

    Driving Sales Through Multi-Channel Marketing

    My Shopify store wasn’t just a standalone site—it was the central hub that connected all my sales channels. I leveraged:
    📲 TikTok & Instagram Shopping – Seamless social media integration allowed followers to purchase products directly from posts and stories.

    🖼️ (Image: Screenshot of an Instagram post or TikTok video featuring Unfinished USA products with a shopping link.)

    📩 Email & SMS Marketing – Automated campaigns targeted visitors who abandoned carts and rewarded loyal customers.

    🔗 Affiliate & Ambassador Programs – Through our 1,800+ brand ambassadors, Unfinished USA gained consistent user-generated content that drove organic traffic back to our store.

    Scaling Through Data-Driven Strategies

    To keep sales growing, I used Shopify’s analytics to:
    📊 Identify top-performing products and adjust inventory accordingly
    🎯 Analyze customer behavior to improve the checkout experience
    📈 A/B test promotions & product drops for maximum impact

    Optimizing for Customer Retention

    It wasn’t just about making sales—it was about keeping customers coming back. I implemented:
    💬 Live chat & automated support to ensure a great customer experience
    🎁 Loyalty programs & exclusive drops to reward repeat buyers
    🚀 Personalized post-purchase emails to keep customers engaged after their first order

    Final Thoughts

    Building an e-commerce website that could scale a brand wasn’t easy, but by combining strong branding, seamless design, and data-driven strategies, I turned Unfinished USA into a thriving online store.