Hey, I’m Kris
Hi, I’m Kris Chen — a strategic communication student based in Adelaide with a passion for brand storytelling, digital content, and user experience design.
My background combines academic training in communication with hands-on experience in developing practical solutions for real-world clients. Most recently, I completed a marketing consultancy internship with Norwegian fiction author Ray Wennerstroem, where I designed a full strategic communication plan to help grow his online presence and build a cohesive author brand.
I enjoy working on creative campaigns that combine visual storytelling, audience insights, and platform-specific strategies. I’m particularly interested in helping small brands and independent creatives craft meaningful narratives that resonate with their audiences
Project Overview
This project was completed as part of my strategic communication placement in 2025. I worked as a marketing consultant for Ray Wennerstroem, a Norwegian fiction author. Despite his growing body of work, Ray faced challenges in reaching Australian readers and building a consistent personal brand. His existing online presence lacked strategic direction, visual consistency, and engagement with target audiences.
As part of my internship, I was tasked with developing a communication strategy that could help:
Build a cohesive and recognisable author brand
Increase visibility on digital platforms
Engage younger readers and potential collaborators
Lay the foundation for future book promotions and campaign activities
The project focused on low-cost, high-impact solutions that Ray could implement independently after the placement, including a refined content strategy, a UX/UI website review, and a scalable influencer collaboration plan.
1. Instagram Visual Identity & Content Strategy
Developed a cohesive visual system and storytelling approach for Instagram, including branded post templates, story highlight covers and content. This delivers consistency across posts and strengthens audience engagement through genre-aligned content.
Key Deliverables
2. Website UX Critical Analysis
Conducted a critical audit of the author's website, identifying pain points in navigation, layout, and visual appeal. Delivered revised wireframes and design recommendations to enhance user experience, reduce bounce rate, and support actions like sign-ups or purchases.
3. Influencer Collaboration Campaign Plan
Designed a full campaign plan for an Instagram giveaway in partnership with a genre-relevant book influencer. Deliverables included post drafts, a dual-promotion agreement, and performance metrics, ready for future implementation to boost short-term visibility.