The Short Version
For my second masters, I led a year-long project managing an international francophone team of four to launch Cultive – a French smart indoor garden startup – and its full product ecosystem: brand identity, e-commerce website, mobile app prototype, and 360° marketing strategy. This meant coordinating my team across every discipline in the process, including design, development, and communication, while navigating constraints such as tight deadlines, accessibility standards, and technical feasibility. I am proud to say that we successfully delivered every milestone and received the seal of approval from the jury.
Tools used : Figma, Adobe Suite, WordPress, OVHCloud, Notion, Google Suite, Google Ads, Brevo, Google Tag Manager
Link to Figma File
Link to website
What we chose and why
Every decision – from the selection of a French hosting provider to align with the brand’s RSE commitments, to opting for a closed card sort to validate our nine-category architecture, to limiting our paid media to Google Ads and Meta — had to be strategically justified and technically grounded. Througout the process, my team and I designed for trust, accessibility, and long-term clinet autonomy while balancing the realities of the need for conversion, aesthetics, and short-term convenience for our client.
Results
Simply put: we delivered everything. Every milestone, every deliverable, every strategic decision was documented and defended. Beyond the final approval, we produced a brand that could stand on its own, a client who could manage her business independently, and a digital ecosystem that told the same story.
Notes to future me
Throughout this project, I developed a range of project management skills, including building Gantt diagrams, applying various PM matrices, managing budgets, and anticipating compliance requirements.
Beyond the technical skills, I learned how essential communication between parties truly is — not just written updates, but consistent verbal input from everyone involved. There is room for improvement there, and while we communicated enough to reach our targets, I would approach that differently next time.
Regarding the project itself, the website copy needs to better reflect our trust-first strategy and create more human connection with the reader. Our marketing strategy is comparatively underdeveloped for the B2B target we identified. Finally, our offline strategy lacks the ambition and depth that a brand targeting urban families and seniors over 65 genuinely deserves.
