Hi! I am Charlene Chua. I am a Merchandising student from Temasek Polytechnic in Singapore.
This portfolio showcases my passion for creating captivating collections for accessories and women's fashion brands. I am eager to continue learning and grow together with your brand!

Scroll down to see my work!

Branding

These works showcase my skills in creating a brand from scratch and brand development.

This includes:

Concept
Style Direction
Unique Selling Point (USP)
Target Audience and Consumer Tribe
Competitors and Brand Positioning/Perception Mapping
Brand Identity's Moodboard
Merchandise Range
Merchandise Sheet
Sourcing and Costing for Materials and Trims
Production Drawings and Technical Sheets
Trend Research
Collaborations with local brands

work

Retail Design

These works showcase my skills in creating a retail store and pop-up store layout.

This includes:

Store Moodboard
Material board
Floor Plan
Planograms
Mockups (done in Sketchup)
Window Display
Integration of technology through touchpoints

Marketing Campaigns

These works showcase my skills in creating digital only and 'phygital' marketing campaigns.

This includes:

Marketing/Campaign Objective
Marketing Strategies
Mock-ups (done in Adobe Illustrator, Adobe Photoshop and Miro)
Justifications

Projects

These works showcase my skills in creating products inspired by a local brand or self-made brand.

This includes:

Brand Background (Concept, Style, USP, Merchandise Range, etc)
Production Drawings and Technical Sheet (Done in Adobe Illustrator)
Material Board (Adobe Photoshop)
Visual Journal documenting the process
Cost Sheet
Product Photos

Industry Project

This project was for the brand TRT. The goal was to reposition their brand to target younger audiences and families

This includes:

Brand Background (Concept, Style, USP, Merchandise Range, etc)
Trend Research
Merchandise Sheet
Prototyping
Pop up Design
Digital Campaign
Product Photos

Final Year Project (2025)

This is Hortensia, a contemporary brand inspired by chinese knots and hydrangeas. It is the summary of my learnings as a Retail Merchandising student and showcase my skills in creating a womens accessories brand from scratch.

This includes:

Brand Background (Concept, Style, USP, Merchandise Range, etc)
Trend Research
Merchandise Sheet, Marketing Calendar & OTB, Profit & Loss Statement
Prototyping —Communicating with vendors from China
Pop up Design
Ecommerce site
Digital Campaign
Product Photos

This is Hortensia, a contemporary brand inspired by chinese knots and hydrangeas. It is the summary of my learnings as a Retail Merchandising student and showcase my skills in creating a womens accessories brand from scratch.

This includes: