SEAS / Art Direction / Rebrand

Project

SEAS Rebrand formerly 78&Sunny

Execution

I led the rebrand of 78&Sunny into SEAS, transforming the brand into a modern California lifestyle label inspired by the diverse landscapes, culture, and pace of life found across the West Coast. The project included naming, visual identity development, website design, campaign art direction, email, social, and paid media, creating a cohesive brand system designed to scale across every customer touchpoint.

Light blue background with the word 'seas' in large white stylized font. Below it, in smaller white font, reads 'SEVENTY EIGHT AND SUNNY'.
A woman with outstretched arms standing on rocky beach at sunset, wearing a black jacket with 'Golden Hour' embroidered on the back.
Page from a guide or magazine titled 'Messaging & Voice' with text discussing how SEAS sounds. The page mentions being cool but warm, inclusive, confident, authentic, and not overly trendy. It emphasizes authenticity, confidence, and genuine expressi
Page from a brand guidelines document showing logo usage with examples of primary, secondary, and tertiary logomarks.
A style guide or typography chart displaying various fonts and styles, including bold, italic, semi-bold, semi-bold italic, regular, medium, and ultra-light, with a block of descriptive text on the left and the font styles listed on the right.
Page from a catalog or guide showing a woman wearing a beige sleeveless top and blue jeans, with multiple photos of her in different poses, alongside text discussing lighting and background for e-commerce photography.
Black and white photo of a calm ocean with gentle waves, rocks near the shoreline, and a cloudy sky with the sun partially visible through the clouds.
Information about the rebranding of SEAS with explanations of logo development, brand identity, and the new design inspired by coastal living, including the original and redesigned logos.
Information about the rebranding of SEAS with explanations of logo development, brand identity, and the new design inspired by coastal living, including the original and redesigned logos.
A woman sitting outdoors with mountain scenery in the background, promoting shoes from Desert League on the Seas clothing website.
A woman sitting outdoors with mountain scenery in the background, promoting shoes from Desert League on the Seas clothing website.
Fashion magazine cover featuring women in denim outfits and cowboy hats, outdoors and in a studio setting.
An advertisement featuring women dressed in red 'pomegranate' clothing, including sweaters and pants, with a rural outdoor setting and a straw hat.
Promotional advertisement for SEAS clothing featuring models wearing casual jackets and outfits outdoors, with sections highlighting different jacket styles and a call to action to shop now.
Close-up of white tags with the word "seas" and details about the brand, size, and manufacturing location.

 

Close-up of a pair of blue jeans showing the coin pocket with a circular metal button and stitching.
A brochure or magazine page with the brand name 'Seas' and slogan 'Seventy Eight and Sunny,' featuring a woman in a beige sleeveless top standing outdoors near a body of water during sunset or sunrise.
A white box with a black circular logo on the top surface, placed on a white surface.