Alec Smith

Alec lived most of his life in Atlanta, Georgia, but considers New York City his home. The cultural differences between these two metropolitan cities always interested him and inspired his capstone exploring the facets of differing perspectives. Intrigued by the way a single image can elicit diverse reactions in its viewers, Alec applied this idea to brands, creating a methodology and a tool that measure the strength of a brand's personality. His objective was to provide companies with a better understanding of themselves, which would reinforce their product development, marketing, communications, and ultimately, sales performance. While studying at Parsons Paris, Alec tested his strategic tool on the fashion brand Erotokritos, where he interned in fall 2018, with the participation of the brand’s founder. Based on results of this case study, he fine-tuned his creative method to make it applicable to all kinds of brands.