Capstone · Strategic Marketing Communications

Taking a Green Step Forward.

A five-person capstone marketing communications campaign confronting overconsumption in the footwear industry — from market research and SMC planning through creative deliverables and a real-world community activation.

Course

Capstone — Strategic Marketing Communications

Team

Cosmic Communication (5 people)

Timeline

Winter–Spring 2025

Deliverables

SMC plan · Infographics · Social · Pamphlet · Live event

My Contribution

I led market research, drove the development of the SMC plan, and designed the creative assets — the infographics, Instagram posts, and the tri-fold print pamphlet used at the pop-up.

The Problem

The footwear industry has a scale problem — and a waste problem.

Cheap production, fast turnover, and neglect of care habits have made shoes one of the fastest-growing sources of textile waste. Our research surfaced how big the gap is between what consumers buy and what actually gets worn.

$6.3B

Canadian footwear market revenue

85%

of textiles end up in landfills

35%

of ocean microplastics from synthetic textiles

20B+

pairs of shoes produced yearly

Creative Deliverables

Research, translated into design.

Why Fast Fashion Is An Issue — full infographic — Educational Infographic
The long-form, research-backed piece breaking down the footwear industry's environmental and social footprint.

Why Fast Fashion Is An Issue — condensed infographic — Social-Ready Infographic
Condensed, on-brand version of the same key stats, adapted for faster social media consumption.

Instagram post — Every Step Counts — Instagram Post
"Every Step Counts" — campaign promo driving registrations for the Eco Walkathon.

Print Pamphlet

“5 Simple Ways to Care for Your Shoes and the Planet” — the tri-fold handout designed for the pop-up. Tap any panel to zoom in.

Pamphlet front cover — 5 Simple Ways to Care for Your Shoes and the Planet — Front Cover

Pamphlet inside-left panel — Neglecting Shoe Care — Inside Left

Pamphlet middle panel — Tips 1 through 3 — Tips 1–3

Pamphlet panel — Tips 4 and 5 — Tips 4–5

Pamphlet back cover with feedback QR code — Back Cover

The Activation

Turning research into a real-world moment.

Eco Walkathon — Kitchener Public Square

Date: June 7, 2025 · 12–2 PM
Location: Kitchener Public Square
Audience: Citizens of Kitchener–Waterloo–Cambridge (KWC)

A public walkathon designed to turn campaign awareness into community action against footwear overconsumption — bringing the research and messaging from the SMC plan into a real-world, in-person event with QR-code-based registration.

Behind the Scenes

Pop-Up Showcase & Final Presentation

Photos from the team's in-class pop-up booth and final presentation.

The five-person capstone team at the pop-up booth — The Team
Cosmic Communication — at the pop-up booth, ready to present “Taking a Green Step Forward.”

Stack of printed infographics — Print Run
Printed copies of the “Why Fast Fashion Is An Issue” infographic, ready for distribution.

Pop-up booth display with donated shoes and campaign board — Pop-Up Booth
Donated and upcycled shoes alongside the campaign's process board and printed materials.

Booth title screen and table setup — Pop-Up Booth
Booth signage and table setup ahead of the final presentation.

Final presentation to faculty and peers — Final Presentation
Presenting the campaign to faculty and peers to close out the capstone.