Campaign Design
Digital & Social Media assets
Strategy
Art Direction
Photography
Editing
Layout
Typesetting
Art Direction
Photography
Editing
Layout
Typesetting
"Started by two best friends inspired by the slow fashion movement, Tala and Zara wanted to build a brand focused on purpose. Premium and sustainable swimwear inspired by deep love of and respect for all forms of natural beauty. Designed in Sydney, Australia, each piece is crafted for sun-lovers, and those magical sunrise-to-sunset moments by the water that you’ll never forget."
Splash Sale was created as a seasonal campaign to drive sales and strengthen brand awareness for Ray, a nature-inspired swimwear brand. Rather than following the traditional Black Friday model, which often leads consumers to associate brands with discounts instead of quality, the campaign took a more intentional approach. By reframing the sale as an opportunity to invest in timeless, ethically made swimwear, Ray maintained its premium positioning while still offering a compelling incentive to shop and experience the brand’s unique values.
The visual identity embraced organic textures, earthy tones, and serene imagery, reinforcing Ray’s commitment to sustainability, empowerment, and timeless design. Photography and graphics highlighted confident individuals embracing their natural beauty in ethically made swimwear, strengthening the brand’s message of mindful purchasing and long-term value. A strategic mix of Instagram content, paid ads, and email marketing ensured a cohesive and engaging experience, blending promotional urgency with storytelling that aligned with Ray’s identity. By positioning the sale as an opportunity to invest in high-quality, consciously crafted pieces rather than a fleeting deal, the campaign deepened Ray’s brand perception while delivering tangible business results. The campaign drove Ray’s highest sales since its launch in 2023, proving the power of purpose-driven marketing to drive both engagement and conversions.
The visual identity embraced organic textures, earthy tones, and serene imagery, reinforcing Ray’s commitment to sustainability, empowerment, and timeless design. Photography and graphics highlighted confident individuals embracing their natural beauty in ethically made swimwear, strengthening the brand’s message of mindful purchasing and long-term value. A strategic mix of Instagram content, paid ads, and email marketing ensured a cohesive and engaging experience, blending promotional urgency with storytelling that aligned with Ray’s identity. By positioning the sale as an opportunity to invest in high-quality, consciously crafted pieces rather than a fleeting deal, the campaign deepened Ray’s brand perception while delivering tangible business results. The campaign drove Ray’s highest sales since its launch in 2023, proving the power of purpose-driven marketing to drive both engagement and conversions.
This campaign also marked the beginning of a values-driven creative direction for Ray Swimwear, rooted in authentic storytelling and the celebration of natural beauty in all its forms. A key element of the campaign was featuring one of Ray’s co-founders, Zara, as the model. This wasn’t just a creative choice; it was a personal and powerful statement that reflected the brand’s ethos of embracing natural beauty. Her decision to step in front of the camera added authenticity, intimacy, and meaning to the visuals. It also set the tone for future campaigns that will spotlight a diverse range of women, honouring Ray’s commitment to inclusive and empowering beauty.
