Dream Lip Oils Launch
In 2023, as Art Director at Summer Fridays, I led the creative for the launch of Dream Lip Oils—one of the brand’s most significant product introductions to date. The opportunity was to establish something entirely new within the portfolio, creating a visual world that felt differentiated from existing products while still unmistakably Summer Fridays. I focused on building a concept that emphasized sensoriality, light, and fluidity—capturing the product’s finish and feel in a way that translated visually across every touchpoint.
Given the scale of the launch, the work extended into a full, multi-channel campaign. I developed a comprehensive design system and art direction that carried across campaign imagery, digital and e-commerce, social, email, and launch activations—ensuring a cohesive and elevated experience at every entry point. Each element was designed to feel immersive and intentional, balancing softness and clarity to reflect both the product’s performance and the brand’s aesthetic.
Throughout the process, I partnered closely with founders, leadership, and cross-functional teams to align creative with broader business goals, while guiding my team through concept development, production, and refinement. The result was a high-impact, large-scale launch that not only introduced a new product line, but expanded the visual language of the brand—positioning Dream Lip Oils as a standout, defining moment for Summer Fridays.
Art Direction
Brand & Identity
Campaign
Creative Direction
Digital
Packaging
Social
Sr. Brand Markerting Director - Marley Kos
Sr. Designer - Brooke West
Mid. Designer - Sabrina Delgado
Creative Manager - Samantha Vogt
Social Media Content Creator - Gabi Dionisio
Photography - Plainsight Studios