This project was more than an assignment — it was an opportunity to think boldly, lead with intention, and reimagine how a legacy institution connects with its community. As Firm Director of Morgan State University’s Strategy Shop, I guided a team of emerging strategists through research, storytelling, and brand discovery for Baltimore Public Markets — the home of the world-famous Lexington Market.

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Below is the slide deck that captures our work: the insights we uncovered, the strategy we shaped, and the creative vision we offered to strengthen presence, identity, and engagement for years to come.