As Art Director at Summer Fridays, I led the creative direction for the launch of Dream Lip Oils—one of the brand’s most significant product introductions to date. The goal was to establish something new within their portfolio, creating a visual world that felt differentiated from existing products while remaining unmistakably Summer Fridays. I developed a concept centered around sensoriality, light, and fluidity, guiding my team in translating the product’s finish and feel into a distinct visual language.

Partnering closely with founders, leadership, and cross-functional teams, I led the creative direction across campaign imagery, digital and e-commerce, social, email, and launch activations. The result was a cohesive, large-scale launch that introduced a new product line while expanding the visual language of the brand and establishing Dream Lip Oils as a prominent moment for Summer Fridays.

S.ROSSON