Asobu
Brand building through display spaces, partner communication & seasonal activations
B2B partner proposals, displays, activations, social media and seasonal installations across GCC retail partners.
View project
Diana Khmelnitskaia
Marketing & Visual Communication
Marketing and visual communication student with hands-on experience in retail operations, e-commerce, and graphic design. I combine creative storytelling with consumer research to shape brand identities, translate product value clearly, and connect brands with the right audiences.
My projects
Just Nature
E-commerce launch, website renewal & digital brand image building
Shoot coordination, website visual revision, marketplace entry, social media and product copywriting.
View project
Academic work: business & marketing
Digital marketing audit & strategy creation
Digital marketing audit, competitor analysis and digital growth strategy development.
View project
Academic work: sociology & research
Social innovation & linguistic research
Research project on linguistic extinction and language preservation strategy.
View project
Asobu
Brand Establishment & Partner Collaboration
Asobu is a Canada-based premium drinkware and lifestyle brand with a global presence, combining exceptional quality, functionality, and joyful design. Asobu turns everyday hydration into a fun experience through innovative products built for sustainable living.
01
Brand Presentation & Stakeholder Alignment
Preparing presentations for the brand introduction that explain the brand DNA, strengths, target audience and product portfolio, along with ongoing communication with external teams to keep the brand consistent across touchpoints and align collaborative PR initiatives with brand goals.
02
Creating Displays & Maintaining Visual Consistency
Creation of a recognisable, consistent visual brand presentation across key locations through customised retail stands and branded display spaces.
03
Building Media Awareness
Creating brand visibility on social media through platform management, content strategy and coordination with the overall marketing calendar and campaigns. Communication and media collaborations with partners.
04
Seasonal Campaigns & Activations
Planning, coordination and execution of seasonal campaigns for Back to School and Halloween, including in-store activities, branded materials and set-ups, themed store displays and related media campaigns.
Next project →Just Nature
Just Nature
Shaping brand image during e-commerce introduction
Just Nature is a slow-fashion lifestyle and resort wear brand, inspired by nature's textures and shapes. The brand focuses on sustainability, quality, and mindful living, crafting thoughtful pieces designed for effortless style and everyday comfort.
01
E-commerce Launch & Website Redesign
Providing visuals and copy for the new website design, ensuring a consistent brand voice and visual presentation that translates brand values and positioning.
Visit the website02
Product Copywriting & Marketplace Adaptation
Platform research, analysis and adaptation of product listing images, headings and descriptions to the marketplace format.
03
Photoshoot Planning & Coordination
E-commerce shoot planning to translate brand positioning visually: team alignment, communication with the photographer, make-up artist and modelling agency, and on-the-day coordination and oversight.
04
Social Media Management & Content Creation
Creating Instagram content to build brand awareness and image, conveying values and the unique selling proposition through images, videos and text.
Next project →Digital marketing audit
Academic work: business & marketing
Digital marketing audit & strategy
A comprehensive digital marketing audit and strategy for %Arabica to optimise the brand's online ecosystem and increase visibility and social media engagement in the UAE.
The audit evaluates %Arabica's digital presence across the UAE. It analyses the brand's position in the local market relative to competing brands, audience sentiment, the company's web presence and its social media activity. %Arabica's digital presence shows strong brand consistency, a loyal consumer base and a wide organic audience. The current digital marketing strategy, however, does not fully use the brand's potential to drive engagement, reach wider audiences and build an active community.
The audit offers strategic recommendations: improving website architecture, introducing more community-centred and engagement-driving content, and using influencer partnerships and the website to attract new audiences.
Next project →Linguistic research
Academic work: sociology & research
Australian Aboriginal languages: The Path to Preservation
Social innovation research and a practical playbook designed to move Australian Indigenous language preservation from uncoordinated crisis management to systematic, long-term stabilisation.
The research explored the current state of Indigenous Australian languages, the historical factors behind their endangerment, such as forced displacement and broken intergenerational transmission, current classification methods, active preservation initiatives, and the impact of language loss on communities. It categorised over 100 Indigenous languages by speaker demographics, community usage and state of documentation.
The research became the foundation for a playbook centred on the Language Vitality Scale, a framework that sets realistic preservation benchmarks and tailored, step-by-step revitalisation tactics for each language category. The playbook offers a two-sided implementation guide for official organisations and Indigenous communities to align funding, strategy and local action toward sustainable cultural preservation.
About me
I’m a Marketing Executive completing a double major at the University of Wollongong in Dubai in Marketing, Communication & Advertising and Visual Communication Design.
I have always disliked the perception of creativity as a natural talent or genius. We’ve been taught since a young age that art and logic are opposites, but I believe the most magnificent things are born from the symbiosis of the two.
Communication is always a challenge: how do you make people understand and feel things the way you intended? It is the science of understanding, a methodical study of the subconscious, of desires and fears. Creativity is not born from thin air; it is the moment when information and strategy gain the ability to evoke feelings and create connection.
This is what I try to do every day in my work: merge analysis with creativity, use words and visuals to convey feelings and ideas, and motivate action through visual expression.
Let’s connect.
Open to new projects, collaborations and opportunities in marketing and visual communication. I’d love to hear from you.
Email: dianakhmelnitskaia@gmail.com
LinkedIn: linkedin.com/in/dianakhmel