I am Ruby St John, a Fashion Marketing and Branding student at Nottingham Trent University. My practice focuses on communication strategy and brand activations, with a strong interest in the beauty and wellness industries. I am particularly interested in how brands can create meaningful, emotionally-led connections with consumers, moving beyond traditional marketing to build genuine engagement and community. Through my work, I explore how experiences, storytelling, and interaction can shape the way people feel, think, and connect with a brand. I am drawn to concepts that prioritise human connection, accessibility, and emotional resonance. After the course, I hope to work within brand activations, creating experiences that bring people together and foster strong communities within the beauty and wellness space.