Julia Makhalova-Chi

Some of the clients that I’ve worked with:

I work with brands and storytellers who live at the intersection of culture and content.

Typically across media, entertainment, and CPG brands.

Coca-Cola X Marvel. Gen Z Fandom Activation Strategy

Walmart. Strategy platform, repositioning Walmart from a functional to an emotional brand

Topo-Chico. Brand Strategy for New York: Ethnographic immersion to define PR, partnerships, and event strategy

Sprite + Tea: Gen Z Insights and Brand Positioning Strategy

YouTube: Building a trend infrastructure system to stay ahead of culture

ESPN X Reddit: Defining on-platform sports trends and building an advertising engagement strategy across major sports leagues

Trend Forecast: A Thought Leadership campaign for Matchstic, A Brand Identity House

Hi-C: Gen Z ethnographic deep dive + brand repositioning for an Iconic, yet overlooked brand

Sprite: Building trendsetter-enabled brand growth infrastructure

Wizkid X Afronations: Designing a Once-in-a-Lifetime Music Experience in Las Vegas

Netflix: Asian-American content acquisition strategy 

The Coca-Cola Company: Multimillion-Dollar Growth Opportunity. Concept Testing in the U.S., UK, CN, and JP

Paramount: Defining the next big storytelling genre

Fanta: Understanding the challenges of young teen life and Fanta's jobs-to-be-done opportunities; in-person ethnographic immersion

Nissan: Subscription-based car ownership strategy 

MSL Group: Cultural Forecast, a future of entertainment 

Snap: Gen Zs thought leadership research to drive ad revenue strategy in the U.S., France, Germany, Canada, and KSA

Nike: Trend-forward product strategy 

Polyhedron VR: product innovation, brand strategy, visual identity 

Jar Goods: brand strategy, brand activation, tagline, digital strategy

HP 3D printers: product innovation, brand strategy

What it means to be an American: repositioning immigration

Weifang city: destination branding, positioning, design strategy

Wanda Studio: brand strategy, positioning