The Challenge
How do you make a simple white set stand out?
The goal was to give Coastie’s White Collection a distinctive identity while staying true to the brand’s relaxed, nautical aesthetic. I wanted the campaign to communicate an entire lifestyle around the product.
The Process
I built the creative direction around a few recurring details: coastal New England settings, soft natural light, candid movement, and subtle nautical references.
Lifestyle first. I used familiar summer moments to position the collection within the customer’s everyday life.
Product detail. The white fabric and blue pinstripe trim became defining elements of the visual identity.
Visual consistency. I connected the photography, typography, and promotional graphics across the campaign.
The Solution
A coordinated creative system designed for the collection launch, combining editorial photography, organic social content, paid social concepts, website creative, and promotional messaging.
Outcome
The project demonstrates how a single product launch can become a cohesive brand experience, carrying a consistent visual direction across digital touchpoints.