This project focused on revisiting the branding for Maui Girl, a swimwear company based in Maui, to appeal to a more contemporary and diverse audience. A new visual direction would maintain the brand’s island roots while incorporating a modern, adventurous aesthetic that extends beyond swimwear to outdoor activities and apparel. Bold typographic and illustrative approaches, vibrant yet sophisticated color palettes, and nature-inspired elements to capture the spirit of exploration, freedom, and island lifestyle. The goal was to create a cohesive proposal for brand identity that would resonate with both existing customers and a broader audience seeking adventure-ready apparel.
