CASE STUDY

Sunset Pier

As Senior Designer, I led the creative direction and developed the sub-branding for the launch of Sunset Pier, a nostalgic boardwalk inspired line for Florence by Mills Fashion. I oversaw two junior designers in executing campaign assets across digital and social.

Colorful tickets with names of foods, set against a beach and amusement park pier at sunset.

01

MOODBOARD

The Sunset Pier visual direction aimed to capture the nostalgia of a boardwalk sunset through retro signage and vacation motifs. In the final design, that feeling came to life with bold primary hues and playful nods to flag banners, striped awnings, and prize-ticket reds.

A collage with various images and graphics, including a sky with clouds and text 'the joy of Dancing with Aya Brown,' a neon sign for 'Shell Beach Bin,' two women in vintage roller skates, a woman eating ice cream cone, and a soft serve ice cream.

02

SUB-BRANDING

The Sunset Pier visual direction aimed to capture the nostalgia of a boardwalk sunset through retro signage and vacation motifs. In the final design, that feeling came to life with bold primary hues and playful nods to flag banners, striped awnings, and prize-ticket reds.

A smiling woman in a red crop top standing outdoors under a clear blue sky with a 'Sunset Pier' sign above her.
A vertical stack of six color blocks from top to bottom: light blue, pale yellow, red, lavender, dark blue, and royal blue.
Logo for Sunset Pier featuring a stylized sun setting over the water, with the words "Sunset Pier" above and below the graphic.
Instagram profile page for Florence by Mills Fashion, showing profile picture, follower counts, story highlights with colored circles, and a grid of recent posts featuring a hand holding an ice cream cone, colorful ticket stubs, a woman in sunglasses, and a woman in a red sweater.
A woman holding a booklet with a list of songs titled 'Sunset Playlist 2025' and a small black-and-white photo of a woman in a striped shirt at a fairground. The booklet is titled 'Sunset Pier' and features a playlist including artists like Brittany Spears, Lana Del Rey, Natasha Bedingfield, Charli XCX, Dua Lipa, Chappell Roan, Miley Cyrus, Tate McRae, Ariana Grande, and Addison Rae.

03

SOCIAL & WEB APPLICATIONS

To bring the Sunset Pier launch to life, social and web assets were created, including a full page takeover with updated profile and highlight colors in blues, yellows, and reds while keeping Florence’s signature purple. Social assets—carousel posts, stories, and animated graphics—featured playful boardwalk motifs, helping the collection stand out from evergreen content.

Person wearing a red and white striped crop top holding an ice cream cone with vanilla ice cream, carrying a black purse with gold buckle strap.
A poster with the text 'Guess the collection based on the emojis' and four emojis: a ferris wheel, a bucket of popcorn, a movie ticket, and a roller coaster.
Collage of summer amusement park and beach scenes including a ferris wheel, striped awning, palm trees, ocean waves, and people holding ice cream and shaved ice drinks.
Three digital illustrations of women wearing casual summer outfits, standing side by side against a beige background.
Close-up of a person wearing a red cropped sweatshirt with the number 22 on it, standing outdoors near the ocean, with the color swatch of 'Poppy Red' overlaid.