What makes a brand or a person stand out in a noisy digital world?
Is it the strategy behind the message? The way it looks and feels? Or the confidence with which it’s presented?
Over the last few weeks, I had the opportunity to attend two incredibly insightful seminars through George Brown College’s Digital Marketing program, one led by Jacqueline Hisey, Senior Campaign Manager at Studio 71, and the other by John Paulo Cardoso, creative strategist and professor.
Though their topics were different, Jacqueline focused on campaign strategy and personal branding, while John explored design and creative communication, together, their insights reshaped how I view marketing, self-promotion, and how to stand out in a crowded digital space.
Building Confidence Through Strategy with Jacqueline Hisey
Jacqueline Hisey’s session offered a deep dive into the behind-the-scenes world of digital ad campaigns, specifically around premium YouTube ad space. Before her talk, I didn’t fully understand what gave certain ad placements that “premium” label. Jacqueline explained how Studio 71 offers advertisers greater control over where and how their content is placed, ensuring brand safety, audience alignment, and overall campaign effectiveness.
But what resonated most was her personal career story. Despite not meeting every listed requirement for her current role, she reached out directly to someone at Studio 71 to ask thoughtful questions and express interest. That moment of initiative led to a job offer.
It was a great reminder that success isn’t always about checking every box, it’s about showing initiative, being curious, and making genuine connections.
Since her session, I’ve taken a more active approach to networking and career growth. I’ve started building meaningful connections on LinkedIn, not just to pitch myself, but to learn, share, and collaborate.
Aesthetic Literacy with John Paulo Cardoso
John Paulo Cardoso’s presentation, Creative-Driven: Aesthetic Literacy in Marketing, introduced a new lens for evaluating visual communication. While I already had a general understanding of good design, John challenged us to think more critically about how design communicates meaning—and how it’s directly tied to strategy and user experience.
He introduced a simple but powerful framework based on three pillars of aesthetic literacy:
- Clarity and Brand Alignment
- Emotional and Sensory Impact
- Functionality and Audience Relevance
We explored real-world campaigns, including a humorous Heinz ketchup ad that used body language and visual cues to evoke emotion, and the rebranding of LifeLabs, where a cleaner design and new color palette transformed public perception of professionalism and trust.
John’s session reminded us that our personal brand including, resumes, portfolios, and LinkedIn profiles speaks volumes before we say a word.
After the session, I took a fresh look at my LinkedIn profile and resume. I asked myself: Does this reflect who I am and the kind of roles I want? I’ve started updating both making them visually cleaner, more cohesive, and more aligned with how I want to be perceived in the marketing space.
Bridging Strategy and Design
What tied both speakers together were a shared theme: marketing is about people, not just products. Whether designing a campaign for a brand or applying for a job, how we show up, both visually and strategically, can make all the difference.
Jacqueline gave me the push to step out with confidence and seize opportunities. John gave me the tools to ensure that how I show up backs that confidence up with clarity and purpose. Together, they helped me connect the dots between strategy and design, and how both are essential to building a memorable, authentic brand.
Conclusion
Prior to the sessions, marketing and personal branding felt like two separate ideas to me. Now, it’s clear they are deeply connected. Growth in this field requires intentional presentation, both in the work we produce and in how we share it with the world.
I’ve already started applying what I’ve learned, refining my resume, connecting with professionals on LinkedIn, and being more strategic about how I design my personal brand. And most importantly, I’m doing it with more confidence, because marketing isn’t just about what we say, it’s about how we say it, and how we make people feel when they see it.
Written by: Kemili Norman William