Creative Direction • Brand Relaunch • Art Direction

VS SWIM

Victoria’s Secret reintroduced VS Swim with a refreshed brand identity designed to celebrate confidence through a more modern and inclusive point of view.

I was entrusted with defining the creative direction, visual identity, photography, and digital experience for the relaunch, establishing the brand’s creative identity through authentic representation and inclusive storytelling.

THE CHALLENGE:
Reintroduce VS Swim with a modern visual identity that reflects a broader, more inclusive vision of beauty while creating a cohesive brand experience across every customer touchpoint.

THE SOLUTION:
Defined the creative vision by establishing the visual identity, photography direction, digital experiences, social content, and campaign assets into one unified brand system.

THE IMPACT:
Established the creative foundation for the VS Swim relaunch, delivering a cohesive omnichannel campaign that aligned web, social, photography, email, and marketing under one visual language.