I am a BA (Hons) Fashion Marketing and Branding student at Nottingham Trent University, interested in how brands build energy, presence, and connection through real-world experiences. I am particularly drawn to events and activations, where ideas are brought to life and experienced directly by an audience. Working with Red Bull as a Student Marketeer, and previously as a Field Sales Representative, has shaped my approach to branding. I have been involved in activations, product launches, and live campaigns, developing an understanding of what captures attention and drives engagement . Alongside this, I have worked on live brand projects and am currently developing my own brand. My Stage 1 research explored the effects of smartphone use on attention span, informing my Stage 2 work, where I aim to explore ways to help students navigate this shift in attention within a university environment. I aim to build a career in branding or events, creating work that feels authentic and memorable