Limited-Edition Lip Butter Balm Birthday Cake Launch
In 2023, as Art Director at Summer Fridays, I led the creative development and execution of the campaign for the launch of the Limited-Edition Lip Butter Balm Birthday Cake Launch, partnering closely with executive leadership, the founders, and my internal creative team. I was responsible for shaping the campaign’s visual identity and creative direction—translating the celebratory, limited-edition product into a cohesive and emotionally resonant creative concept. This included defining the overarching branding, art direction, and visual framework that guided the campaign from concept through launch.
I developed a comprehensive visual system that extended across product packaging, launch event creative, digital and e-commerce assets, and social media, ensuring a consistent brand expression while capturing the playful, nostalgic spirit of the Birthday Cake release. Throughout the process, I collaborated closely with leadership to align creative with broader brand strategy, while guiding my team through iterative concept development and refinement. The result was a unified, strategically driven campaign that elevated the limited-edition launch, strengthened brand affinity, and delivered a compelling visual narrative across every consumer touchpoint.
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