For the Day Tripper campaign, I played a central role in defining the art direction and building a cohesive visual identity that captured the spirit of a sun-soaked, effortless escape. The campaign revolved around a stylish day trip to the coast, expanded through evocative titles like Sun Bather, Night Drifter, and Wave Rider, reflecting the moods of a full vacation experience. I ensured the visual system translated seamlessly across print lookbooks, in-store collateral, social media, digital banners, and editorial layouts, using modular layouts and adaptable typography to maintain consistency and scalability. Beyond visuals, I collaborated on the tone of voice, making sure copywriting echoed the laid-back yet elevated mood of the collection. Every touchpoint, from imagery to interface to copy, contributed to an immersive lifestyle story, presenting Day Tripper as aspirational, carefree, and confidently curated.