THE TASK
As part of my study abroad program in London, my team was challenged to create a full branding strategy for In-N-Out’s hypothetical expansion into the UK. We approached it like a real-world pitch: analyzing the fast food landscape, diving into UK consumer behavior, and identifying cultural tensions that could either help or hurt the brand’s entry. We developed a detailed SWOT analysis, pinpointed key market opportunities, and proposed eight original strategies to position In-N-Out as both premium and culturally relevant in a new country.
I led the visual design of our plans book, turning insights into a cohesive and compelling presentation. I also played a major role in research, digging into audience segmentation, evaluating competitor positioning, and shaping how we framed the brand’s story. While I owned the design and data side, I was involved in every part of the process, from creative to strategy.
MY TAKEAWAYS
This project taught me how to think like a strategist, not just a student. I learned how to translate research into real decisions, how to design with intention, and how to tailor a U.S.-based brand to a completely different market without losing what makes it special. It pushed me to connect dots across culture, category, and consumer behavior, and gave me a deeper understanding of what it takes to make a brand resonate globally.