For the Matches Vacation Style 2017 campaign, Day Tripper, I played a central role in defining the art direction, building a cohesive visual identity that captured the spirit of effortless, sun-soaked escape. The campaign was built around the concept of a stylish day trip to the coast, and I expanded this narrative by developing a series of evocative titles — Sun Bather, Night Drifter, and Wave Rider — that reflected the shifting moods and moments of a full vacation experience.

I paid particular attention to cross-platform adaptability — ensuring that every element of the visual system translated seamlessly from print lookbooks and in-store collateral to social media assets, digital banners, and editorial layouts. The design strategy was built for consistency and scalability, using modular layouts and adaptable typographic systems that worked just as well in an Instagram carousel as they did in a luxury printed catalogue.

Beyond visuals, I collaborated on the tone of voice, ensuring that copywriting echoed the laid-back yet elevated mood of the collection. Every touchpoint — from campaign headers to product descriptions — reinforced the core identity of Day Tripper as aspirational, carefree, and confidently curated.

This campaign was an exercise in immersive art direction, where every decision — from imagery to interface — contributed to a lifestyle story that felt both escapist and intimately styled.