Alisha Baan

End-to-end brand building: Built a fashion brand from the ground up, shaping its identity, positioning, collection direction, and customer experience across product, pop-ups, and digital channels. Brand launch and validation: Designed and launched a 50-piece collection in 2.5 months in collaboration with artisans and an India-based NGO, testing and refining the proposition through pop-ups across Europe and Asia.

Insight-driven brand direction: Shaped projects exploring societal, consumer, luxury, and technology shifts to inform future brand and product direction.

Strategic storytelling: Developed presentations and narratives that built internal alignment around growth market focused initiatives, helping secure support for a €150k qualitative research programme. Stakeholder and agency coordination: Worked with the local market, Design leadership, and external partners to align inputs, manage collaboration, and deliver actionable outputs. Experience principles: Translated research and strategy into clear experience principles and opportunity areas across BMW, MINI, Rolls-Royce, and BMW Motorrad. Brand-relevant development: Supported the development of brand-relevant experiences through qualitative research, foresight, and structured storytelling. Experiential initiatives: Co-led internal experience initiatives and an inspiration programme to strengthen engagement and collaboration across design teams.

Consumer insight research on India opportunities: Conducted qualitative research with Indian consumers to understand values, mobility behaviours, and brand perceptions, translating findings into culturally grounded opportunity areas for BMW. Experience concept development: Designed a vehicle-enabled safety concept with discreet, user controlled features and responsible escalation pathways to support women's safety.