SUMMER NOIR COLLECTION SS24
A rebellion against the floral-and-pastel machine—this Lounge summer collection broke away from the stereotypical seasonal aesthetic, giving our audience a chance to channel their inner Rebel Without a Cause.
For the branding, I aimed for a typeface that felt both high-end and elegant, yet carried the edge of the femme fatale character brought to life in the campaign video. The visual direction drew inspiration from cult classics like, The Shining and Dressed to Kill, as well as contemporary cultural references such as Saltburn, White Lotus, Killing Eve, and YSL’s 60s-inspired summer collection.
JULY 24 Chateau de Villette, Paris
Branding; Bethany Mulchinock | Video Editing; Mia Ruddy
I rebuilt a refined, elegant typeface to represent the feminine side of the brand, while exaggerating and sharpening the serifs to highlight the collection’s darker, sexier edge. I led this campaign from concept to execution — overseeing ideation, imagery development, and the creation of brand guidelines.
My responsibilities also included producing paid assets across multiple platforms, editing e-commerce imagery, and designing CRM communications.
