As Art Director at Summer Fridays, I led the creative for the limited-edition Lip Butter Balm Birthday Cake launch, created to celebrate the brand’s anniversary. The goal was to create something distinct and celebratory while still feeling naturally connected to the core Lip Butter Balm line. I developed a visual direction rooted in nostalgia, inclusivity, and a VIP-style launch moment—bringing a sense of occasion while staying true to the brand.

Working closely with founders, leadership, and my team, I guided the creative direction across the launch event, packaging, social, email, and e-commerce. The result was a cohesive campaign that extended the Lip Butter Balm franchise while creating a memorable and highly shareable brand moment for Summer Fridays.