PROJECT OVERVIEW.

“Summer Is Everything” was developed as a refreshed seasonal toolkit for our Parallel brands — a system built to capture the easy, sun-drenched spirit of the season while giving our teams flexible, plug-and-play assets. I led the creative direction, building a bold typographic structure paired with soft summer tones and warm, lifestyle-driven imagery.

To anchor the visuals in authenticity, we produced an internal lifestyle shoot that captured the real moments we wanted the campaign to evoke — sunlight, movement, and effortless good vibes. The final system flexes across retail, digital, and promotional channels, designed to run June through Labor Day and give each brand a cohesive seasonal lift.