Raw energy, refined style

As an interim designer at Summum, I developed Blue Daze, one of many campaing We've created together for the brand’s seasonal campaign concepts. The aim was to create a bolder and more expressive look that stayed true to Summum’s refined aesthetic while introducing a fresh, artistic energy.

For this collaboration with artist Kay van Bellen, we integrated her expressive handwriting and visual language into Summum’s campaign world. The result was a fusion of fashion and art, where her typography and gestural marks became central design elements, forming a unique set of visual assets across digital and print.Visually, the campaign adopted a stronger, more graphic tone. We reworked the Summum typeface capitalized, tighter in spacing, and darker in weight to give it a gothic edge that contrasted with the softness of the collection. The photography was treated in black and white with subtle blur and movement, creating a cinematic sense of motion and emotion.

Together, these elements shaped a campaign that felt spontaneous yet deliberate an elevated expression of Summum’s feminine confidence infused with raw artistic energy.