Hi, I’m Marcell
I’m a communication, consumer insight and digital experience strategist with 15+ years’ experience across storytelling, audience engagement, stakeholder communication and applied digital media. I combine qualitative research, UX thinking and strategic communication to help brands and organisations create meaningful audience connections and human-centred digital experiences.
I’m am also currently completing a PhD exploring how brands build trust, participation and emotional engagement with Gen Z audiences through short-form digital storytelling.
My goal is to think deeply, communicate clearly & design pathways for humans to flourish in a tech-driven world.
Here are some projects I worked on
Gen Z Storytelling
Consumer Insight | Digital Communication | Behavioural Research
Overview
My doctoral research investigates how organisations can use Instagram Stories to build authentic, long-term relationships with South African Gen Z consumers through strategic storytelling.
Challenge
Many organisations struggle to engage Gen Z because communication often feels promotional rather than participatory. The research explores how storytelling can strengthen trust, engagement and lasting consumer relationships.
Approach
• Conducted a comprehensive literature review.
• Interviewed communication and marketing experts.
• Analysed Instagram Stories from leading brands.
• Facilitated focus groups with South African Gen Z consumers.
• Developed evidence-based communication guidelines.
Impact
The research provides organisations with practical recommendations for creating consumer centred digital communication that encourages participation and builds stronger brand relationships. The complete findings will be published following completion of my PhD.
Strategic Takeaway
Trust grows through participation, not promotion.
Internal Communication Pulse Magazine
Editorial Strategy | Content Development | Publication Design
Overview
As Editor and Designer of Pulse, Ivanplats' quarterly internal magazine, I oversee the publication from concept to print. My role includes editorial planning, stakeholder interviews, copywriting, editing and publication design for an internal audience of approximately 1,100 employees.
Challenge
After being awarded the publication through a competitive tender process, I inherited a magazine that relied heavily on illustrations with limited editorial depth. I recognised an opportunity to create a publication that better reflected the literacy, interests and professional environment of employees while strengthening internal communication.
Approach
• Planned editorial content with the communication team.
• Interviewed employees and business stakeholders.
• Wrote and edited all feature articles.
• Designed every edition using Adobe InDesign, Illustrator and Lightroom.
• Shifted the publication towards stronger storytelling, cleaner layouts and employee centred content.
Impact
Pulse has evolved into a publication that balances organisational achievements with stories that provide employees with greater context, recognition and connection. Published quarterly, the magazine also reaches employees' families and surrounding communities, extending its influence beyond the workplace.
Strategic Takeaway
Effective internal communication begins with people, not organisational messaging.
Learning Experience Design
Introduction to Visual Communication
Curriculum Design | Higher Education | Student Engagement
Overview
As Module Convenor at the North-West University, I designed and coordinated the first year Introduction to Visual Communication module across three campuses, creating a consistent learning experience for hundreds of students annually.
Challenge
Students entered university with diverse educational backgrounds. Although many could recognise effective visual communication, they often lacked the understanding and practical skills to create it themselves.
Approach
• Designed the curriculum and assessments.
• Combined communication theory with practical projects.
• Developed activities around infographics, visual analysis and storyboarding.
• Standardised teaching material across three campuses.
• Embedded active learning throughout the module.
Impact
The module established a strong foundation for advanced communication studies and consistently received student evaluation scores above 83% over three consecutive years while supporting several hundred students each year.
Strategic Takeaway
People understand communication most effectively when they actively create rather than passively consume.
Documentary Storytelling
Putsonderwater
Narrative Design | Documentary Production | Visual Storytelling
Overview
Produced as part of my master’s degree in communication, this documentary explores the history and decline of the South African railway town of Putsonderwater through the memories of former and current residents.
Challenge
The project aimed to preserve a disappearing community story while applying narrative theory to documentary filmmaking, bridging academic research with practical storytelling.
Approach
• Conducted historical and contextual research.
• Interviewed residents within their homes and community.
• Filmed on location over multiple visits.
• Edited and produced the documentary.
• Applied the three-act narrative structure throughout the film.
Impact
The documentary formed part of a master’s degree awarded cum laude and was selected for screening at the Silwerskerm Film Festival. The project demonstrated how authentic storytelling can preserve history while creating meaningful emotional connections.
Strategic Takeaway
The most powerful stories allow audiences to recognise themselves in the experiences of others.