For seven months, I worked as an interim at Summum’s marketing department, where I contributed to a unique campaign for Blue Daze, Summum’s denim-focused daughter brand. In the Blue Daze collection we did a campaign collaboration with illustrator Kay van Bellen, whose distinctive artistic style was a key inspiration for our creative approach.

From the outset, our goal was to integrate Kay van Bellen’s artistic aesthetic with Blue Daze’s denim identity. For the Blue Daze identity for the spring collection we intergrated the black film frame from the summum spring collection and edited the images in black white with a soft motion blur on it to give it a little bit more interest.
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We studied her work carefully, ensuring that our adaptations aligned with her signature style while also resonating with the Blue Daze brand. This artistic fusion was applied across various marketing materials, including newsletters, social media, and a campaign video. Additionally, we designed a custom logo that reflected her unique typography and incorporated it into the campaign visuals. A feature in the Summum magazine further highlighted the collaboration, ensuring a cohesive and engaging presentation. And last but not least a t-shirt with her typography on it.

A highlight of the campaign was the exclusive giveaway—a one-of-a-kind, custom-made denim jacket featuring Kay van Bellen’s typography. Customers could enter the giveaway by signing up in one of our stores, creating an interactive and engaging way to connect with our audience.

This collaboration underscored Summum’s commitment to supporting and showcasing inspiring women like Kay van Bellen. By blending fashion with artistic storytelling, we successfully brought together two creative worlds, delivering an engaging and memorable campaign for Blue Daze.