Visual Identity
In 2023, as Art Director at Summer Fridays, I led the creative development and execution of the campaign for the launch of the brand’s Dream Lip Oils, working in close partnership with executive leadership, the founders, and my internal creative team. I was responsible for establishing a distinctive visual identity and campaign direction that translated the product’s positioning into a cohesive and emotionally resonant creative system. This included defining the overarching branding, art direction, and visual framework that guided all campaign touchpoints.
I developed a comprehensive visual system that extended seamlessly across product packaging, launch event creative, digital and e-commerce assets, and social media, ensuring consistency while allowing each touchpoint to express the product’s unique tone and appeal. Throughout the process, I collaborated closely with leadership to align creative decisions with broader brand strategy, while leading my team through iterative development cycles—refining concepts, incorporating feedback, and elevating the work to meet the highest creative standard. The result was a unified and strategically driven campaign that strengthened the product launch, reinforced brand equity, and delivered a clear, compelling visual narrative across all channels.
Art Direction
Brand & Identity
Campaign
Creative Direction
Digital
Packaging
Social