The It Girl Edit x Jiya Mehta: Portfolio

the It Girl edit

Design

the future

Work with me

About

Jiya Mehta

Jiya is a dynamic creative strategist and marketing enthusiast renowned for driving brand metamorphosis and amplifying underrepresented voices. With a knack for crafting compelling narratives, Jiya has harnessed the power of social media to ingeniously grow follower bases, secure media coverage, and pioneer fresh perspectives. With an impressive portfolio in luxury brand management, Jiya has honed the art of executing omnichannel marketing strategies that captivate audiences across diverse platforms.

This journey also extends to underrepresented political campaigns, where Jiya's marketing prowess is a driving force in empowering voices that often remain unheard.

Whether orchestrating creative teams, refining brand strategies, or harnessing data-driven insights, Jiya is dedicated to achieving profound impact.

Our Work

Chloe Brown for Mayor Campaign

Graphic Design, Data Visualization, Knowledge Translation & Social Media Marketing

Background

For the Chloe Brown for Mayor Campaign in Toronto 2023, Chloe faced immense challenges from the outset. Competing in a race with a staggering 102 candidates, she had been an underrepresented figure, especially considering her commendable 3rd place finish in the previous election. The campaign faced further hurdles as Chloe was excluded from key debates and lacked mainstream media coverage. This context necessitated a "guerilla style" approach:

Pioneered unique social media techniques aimed at engaging the young voter demographic, which became the primary medium due to the lack of mainstream media exposure.
The primary challenge was to create extensive online engagement in lieu of traditional campaign avenues. The TikTok account's growth from 2,000 to 35,000 followers with 5 million views stood as a testament to this effort.

Solution

By focusing heavily on social media, the campaign successfully mobilized young voters, securing 18,000 votes, a notable feat given the campaign's unconventional and challenging circumstances.
The launch of CreatorsTO, a PR & influencer event, marked a pivotal strategy. This event successfully engaged content creators in civic education, establishing a bridge between them, the campaign, and the broader public.
Storytelling played a crucial role. The campaign effectively communicated Chloe's values and vision, ensuring her message resonated widely, especially amongst demographics that felt marginalized or unrepresented.
The campaign's unique creative direction, spearheaded innovatively, ensured that Chloe's voice, values, and vision were heard, understood, and celebrated.

The HB Method

Brand Strategy, Brand Design, Creative Direction & Social Media

Background

The HB Method is a hub for entrepreneurial women founded by Hannah Becker, A marketing & business development expert with 10+ years in corporate turned embodied leadership mentor for women in wellness.

Solution

We created a brand identity and strategy to reposition Hannah in her target market as an authority. We integrated an omni-channel marketing plan to expand her audience and create a seamless brand experience.