I began by researching the island’s history and culture before working collaboratively to develop the typographic and illustration systems. I also led photo and video editing and built out the motion language, ensuring the tone translated consistently from design to video executions.I contributed across design and motion, supporting the development, launch, and ongoing evolution of the visual system, from logo refinements and menu design to mascot illustrations and restaurant wall art, translating the new identity consistently across touch points.

Why— Fishers Island Lemonade carries the equity of an idyllic New England destination, but its identity wasn't transporting people there. The brand leaned heavily on functional messaging and blended in. Without changing the packaging, the opportunity was to build a visual world around the product expressing 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.