I contributed across design, led photo and video editing, and developed the motion system. I began by researching the brand and the island’s histories, which directly informed the typography system, motion behaviors, and the photo and video art direction, which were the core areas I led.

Why— Fishers Island Lemonade is inspired by the idyllic island destination, Fisher's Island, but the identity wasn’t bringing that feeling to life. The brand relied heavily on functional messaging and blended into the category. Without changing the packaging, the opportunity was to build a visual world around the product that reflected the Fishers Island state of mind.

How— The system pulls from the era when weekend escapes to the island were flourishing, reflected in the fashion, typography, and film photography. Every touch point was treated as a frame from a weekend trip to the island shot on a Super 8. Photography focused on shared moments among friends, with cans naturally embedded in the scene. Existing brand equities, like the six yellow stripes, pull from the packaging and the island’s umbrellas and create subtle anchors across the system.