HELLO!Im Amanda Levesque, an architect by training and a problem-solver at heart.

In a way, my design point of view comes from the world of science and engineering. I was raised by two software engineers, and I spent my undergraduate years at MIT, immersed in a culture of tinkering and making. As a result, Im a firm believer that experimental approaches, left-field ideas, and the right group of collaborators really can save the world (or at least a piece of it).

But in the end, I became a designer because Im inspired by people, rather than by data. I see architecture as a discipline that reacts to the human body and its everyday needs in an elegant and deeply personal way. Its practitioners are asked to take on the challenges of every client as if they were their own, and Ive been developing the skills to do so for the last six years. This is the insight I bring to the table as a design strategist at Continuum.

Last summer, I had the pleasure of working in the Environments Group at Continuum with Lee Moreau and Abby Bickel. I spent a brief but fascinating six weeks in the X-Lab, and I would love to return as a part of the strategy team. As youll see in the following work samples, in addition to environments, I have experience developing concepts for brands, products, and experiences. Through Continuums strategy internship, I hope to begin a career which allows me to articulate designs across many different platforms and disciplines. Thank you for your consideration, and please feel free to contact me for more information or materials.

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CONTACTalevesq@umich.edu(508) 633-000671 Windsor DriveTewksbury, MA 01876

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NEURO DRINKSHow can a new brand turn heads in the ultimate saturated marketperformance water?

Brand StrategyProduct DesignPrototypingEnvironments

This 2012 Options Studio with Professor Teman Evans explored the relationship between architecture, branding, and product design. Each student was given a struggling new brand, and I received Neuro, a line of low-calorie performance waters with few discernible differences from its well-established and less expensive competitors (think Vitamin Water). I was asked to develop a strategy to relaunch

it, then design a new identity, packaging design, and retail environment which exemplified that strategy.

Beginning with an industry audit, I devised a strategy that centered on customizable, mix-and-match system which turned the seven different varieties of Neuro into an infinite combination of flavors and functions, incentivizing the consumer to buy and try them all. It straddles the white space between off the shelf bottled drinks and use as you like flavoring syrups like Mio, housing 5 servings of concentrate in the cap with a single serving of lightly carbonated base cocktail below. This custamizability empowers the consumer to be their own mixologist and permeates throughout the brand, from its marketing to its environments.

AMANDA LEVESQUE2

CONVENIENCE EFFICIENCY

3BRAND STRATEGY // ENVIRONMENTS DESIGNM. ARCH OPTIONS STUDIO

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status [UPDATE]mode of self-expressionchanges throughout the daypart of your lifestyle

status [SYMBOL]top shelf brandpersonalized blendsexpensive, luxurious

TARGET MARKET

YOUR STATUS:

ATTRIBUTESVISION AND MISSIONcurrentinstant fix for your mood or needsa system that keeps up with you over the course of the day

coolcocktail culture, mixologykeeps you at your best, gives you an advantagemode of self-expression

customtheres a neuro for you

BLISSuplifts

TRIMcurbs hunger

SPORTrejuvenates

SONICenergizes

PASSIONexcites

SLEEPcalms

KEY PRODUCT

KEY COMPETITORS

VALUE PROPOSITION

for athletesknown for tried-and-tested, scientifically proven performance benefits with generations of experience and endorsements

for the average joeconvenient for the oce or on-the-go energy as part of a workday routine

for health enthusiastsheavily associated with health and nutrition thanks to an emphasis on the active vitamins and minerals in each flavor

The customer looking for functional drink strong enough to work, but also safe enough to use frequently.

Neuro can take advantage of the significant white space between highly potent energy drinks and barely potent nutraceuticals like vitamin water.

STAKEHOLDERS

energy drinks

enhanced water