Sunup Design Co.

01/09/2026

Kicking off 2026 with a glimpse at our biggest branding project of 2025 💗

This rebrand included, a full logo suite, color palette, custom typography, two patterns, illustrations, photo direction, marketing materials, and brand guidelines— all grounded in Capsule Collective’s business strategy.

Hands down my favorite project of the year. Working with Capsule to bring this brand to life was so rewarding 🫶🏼

Ready to elevate your brand? DM to book a consult 👩‍💻

01/09/2026

Taking a moment to reflect on my favorite branding project of 2025 with

What’s your favorite color way? ✨

12/08/2025

Rounding out Hollister’s holiday campaigns with two very different typography moments ✨❄️

For Sugar Plum Season, we leaned into a femme, high-holiday look with glowy letterforms, soft sparkle elements, and a touch of ballet-esque elegance to bring the “sugar plum” mood to life. I concepted the final typography, making sure it felt festive and elevated.

For Black Friday, the goal was clarity, boldness, and instant brand recognition. We created a straightforward type direction with a pop of red and executed the campaign design to feel unmistakably “Black Friday,” while still tying back to Hollister’s brand world.

Excited for all the design moments to come in 2026 with this team!

CD: Richard Irving
AD: Rachel Otte

11/28/2025

Kicking off Hollister’s holiday campaigns with some very cozy typography ❄️ 🎄
 
For Festive Fleece, our team set out to create a nostalgic, classic holiday moment. I worked into the concept direction and brought the final typography to life, pulling in deep reds and snowflake borders that tie back to our holiday store bag.
 
For our Feel Good campaign, we wanted something that felt as ultra-soft as our fleece products, so I concepted the direction and designed our type pairing our existing “Feel Good” lockup with cloud-like letterforms and soft border details to bring that feel-good vibe full circle.
 
CD: Richard Irving
AD: Rachel Otte
“Feel Good” letters originally by Kevin Simpson

11/20/2025

Holiday coziness has dropped in our Hollister stores ❄️🤍

The Feel Good Fleece destination, the second in-store display I’ve gotten to work on, is officially live! Our goal was to build a display that felt as warm and cozy as the product does.

Shoutout to the team:
CD: Richard Irving
AD: Rachel Otte
Concept and design: me
And all of our strategy, procurement, and vendor partners.

Really proud to see this one roll out!

11/07/2025

✨ Thinking about a rebrand or launching something new? Let’s bring your brand to

Book a free consultation to help you find clarity, direction, and a strategy that actually fits your goals. You can book directly through my site or send me a message to get started 🌞!

Let's work together! Fill out the client questionnaire below, and I'll get back to you in 1-2 business days if working together is a good fit.

11/07/2025

✨ Strategy before design always.
When I partnered with Evexia, the goal was simple: take a science-backed supplement brand and create an identity that felt sophisticated, trustworthy, and bold enough to stand out on Amazon.

Before touching design concepts, we explored strategy, who their target audience is, pulled in competitor insights, and THEN began pulling inspo for moodboards. Starting with strategy helped steer us towards a visual direction that is brand right, customer focused, and will stand the test of time.

We landed on a sleek visual identity built to scale across packaging, digital, and print marketing. I’m so happy with how the final branding turned out. Let me know what you think!

💡 Branding is more than a logo, it’s the story your customer remembers.
👉 Ready to elevate your brand? Book a free consultation on my site!

09/06/2025

Gave my site a full refresh! Added in some of my favorite Hollister & Gilly projects, plus recent branding work I’ve created through Sunup Design Co, where I take on freelance brand identity projects. Enjoying the opportunity to grow in both spaces. Check it out here: https://www.sunupdesign.co/work

06/08/2025

🚨 She’s coming down 🚨
One of the biggest, boldest (and most rewarding) projects I’ve worked on at Hollister is officially wrapping.
What started as a mood board became a full women’s Graduation takeover in stores nationwide, designed to celebrate her moment in a personal, elevated way. From concept to rollout, I got to obsess over every detail: insights, mockups, photos, signage, logistics... the whole thing.

And she noticed:
📈 14.4M+ views and 300k+ likes
💬 So many comments from girls feeling seen and celebrated
📸 UGC we didn’t even ask for (but we definitely celebrated)
🛍️ Part of a record Q1 with net sales +22%

So proud of this one and so grateful to our incredible creative team. Already dreaming about what’s next 🤍

06/30/2024

Morning work for ☀️
New embroidery designs coming soon!