Hot Topic Internship, 2025.
During my internship at Hot Topic Mall of America, I collaborated with the Store and District Managers to develop a project centered on communication, visual identity, and social media.
The project explored how design can better serve a tourist-driven environment through language accessibility, culturally familiar visuals, and color systems that improve clarity, recognition, and connection across diverse audiences.
One of my goals during this internship was to increase application intake ahead of the back-to-school season and prepare for the holidays. I analyzed the mall’s location through a visual design lens, studying foot traffic flow, spatial placement, and the languages spoken within the community.
These insights guided the development of more effective visual systems and messaging, ensuring designs were accessible, culturally aware, and engaging for a diverse audience.
SOCIAL MEDIA
While working to increase applications, I focused on making our online presence bolder and more engaging for our target audience. I created short-form video reels to showcase merchandise and highlight the brand’s personality, helping attract and connect.
The majority of my videos focused on marketing products through subcultures and aesthetics connected to the featured product. By styling merchandise in relatable, real-world contexts, I showcased how customers could incorporate these products into their personal and everyday wardrobes.
KATSEYE STORE VISIT
For the mannequin styling, I drew on early-1990s and 2000s pop-star fashion to capture KATSEYE's visual identity. By pairing the featured merchandise with complementary pieces throughout the store, I created cohesive looks that inspired fans and customers to imagine the clothing as part of their own personal style.
Our store setup and mannequins went viral on TikTok with many EYEKONS and K-pop fans!
For this store visit, I led social media content creation and in-store visual merchandising. Drawing inspiration from the EYEKON fan community, I approached the experience from a fan's perspective, designing moments that felt exciting and memorable. Beyond encouraging purchases, the goal was to create a meaningful in-store experience where fans could connect with their favorite artist and leave with a lasting impression.
It was so fun getting to see everyone’s reactions and talking to their team about how they created the concepts of the clothing and design.