Tommy Bahama’s Spring campaign spanned print, digital, and retail channels, reaching customers across the full brand experience.

Included in this campaign was the Friends & Family promotion. The visual identity was created through the deconstruction of a seasonal apparel print and designed to reflect the brand’s signature blend of relaxed luxury and refined island style.

The Spring catalog introduced a feminine-forward visual system and established a distinct typographic language for the women’s lifestyle expression across the brand.

The resulting creative system created a cohesive experience across direct mail, email, in-store environment, and digital platforms.