A more minimal version of the lock up, for video purposes.
BREAKFAST CLUB
The Breakfast Club was a concise capsule collection for Summer '24, designed with an 'always-on' mindset. The creative direction embraced minimalism, allowing the product to remain the focal point.
I led the full creative execution of the campaign—from initial concept to final rollout. This included building out the visual identity system, developing a full brand toolkit, art-directing and editing e-commerce photography and video, designing paid media assets for multi-channel use, and crafting visually cohesive CRM touchpoints. Every element was designed to feel cohesive, elevated, and unmistakably Lounge.
MAY 24 Berlin, Germany
Branding; Bethany Mulchinock
I was also responsible for producing paid media assets across multiple platforms, ensuring each design was optimized for the specific format, audience, and performance goals of each channel—while maintaining a cohesive visual identity. On our social platforms, we introduced more influential collaborations to boost engagement and broaden our reach.
In addition, I edited e-commerce imagery to reflect the collection’s visual language—enhancing product storytelling and driving conversion. I also designed CRM communications with a strong focus on visual hierarchy, brand consistency, and user experience—creating impactful, on-brand layouts that supported both storytelling and customer retention across email and digital platforms.
