For this campaign, White Claw aimed to seamlessly bridge two culturally significant events—New York Fashion Week and Miami Art Basel—while spotlighting their music and performance platform, Shore Club Mainstage. My role centered on crafting a cohesive design system that would unify these distinct moments under one visual and experiential umbrella.

The concept began during NYFW, where I worked on initial assets for a landing page that would later evolve to support activations at Art Basel. From there, I developed a full design system for Shore Club Miami, capturing the brand’s forward-thinking energy and aligning it with both fashion and contemporary art worlds.

To connect all campaign elements, I introduced a holographic cube motif—evocative of immersive art installations commonly seen at Art Basel. This cube served as a central visual device across platforms. Inside the cube, I layered in wave patterns, referencing both soundwaves to nod to the live music aspect of Shore Club Mainstage, and the iconic White Claw wave graphic, reinterpreted for this new context. I also incorporated design elements from the White Claw x Tombogo can tab, originally featured during NYFW, as a subtle yet intentional thread that tied fashion to art and music.

This new design language was brought to life across multiple campaign touchpoints: digital banners, event invitations, website headers, merchandise (including tote bags), and in-event signage. Post-event, I designed a coffee table book that curated images from both NYFW and Art Basel, capturing the essence of the Shore Club experience and serving as a lasting artifact of the campaign.

The result was a dynamic, multi-sensory visual system that not only highlighted White Claw’s presence in fashion, art, and music, but also provided a flexible framework to extend the Shore Club identity across future cultural events.