I’m a brand manager and strategist.
Hi, I’m Helina
Recent Work
Recent Work
Nike Concept — “Audience of One” (Loza Abera)
Role: Creative Director / Brand Strategist / Copywriter
Collaborators:
Yosef Fekere – Cinematographer / Editor
Description:
A self-initiated concept film and strategy deck positioning Loza Abera, captain of the Ethiopian Women’s National Team and the first Ethiopian-born woman to play in a top-tier U.S. league, as a potential Nike athlete. The story, “Audience of One,” captures the essence of self-belief and the “Just Do It” spirit through an authentic African perspective.
Ray Athletics — Brand Launch
Role: Brand Strategist / Creative Director / Designer / Copywriter
Collaborators:
Solo Project
Description:
A former soccer athlete turned coach and personal trainer launched Ray Athletics, a functional training gym built to empower athletes and everyday people alike. Led the full brand development — from strategy and visual identity to campaign design — creating a brand rooted in discipline, culture, and holistic growth.
Clothing Brand & Website Design
(solo project)
A DMV-based clothing brand specializing in Ethiopian-inspired garments.
I created the logo, color palette, and website design, developing a clean and cohesive visual identity that aligned with the brand’s focus on Ethiopian-inspired clothing.
All work featured on this site was personally created or directed by me in collaboration with each client.