HYKAA — Creative Direction
Creative Direction · Campaign Design · Graphic Design · Social & Email · ECOM
HYKAA is a Southern California swimwear brand focused on elevated, effortless swim. As Brand & Creative Manager, I help shape the visual direction of the brand across campaigns, social, email, e-commerce, and product storytelling — translating larger creative concepts into cohesive design systems and brand experiences.
Campaign Concept
The campaign was built around the idea of taking a traditionally active, competitive setting and reimagining it through a more elevated and editorial lens. I wanted the imagery to feel confident, exclusive, and effortless, less about performance and more about presence. Visually, I translated that through clean compositions, controlled movement, strong negative space, and relaxed, neutral expressions. Tennis elements were used more as styling and visual cues than as props in action, allowing the swimwear to remain the focus while still creating a distinct world around the collection. The result was a campaign that felt minimal, polished, and intentional, while still carrying the energy of the sport.
Moodboard
Photo Selects
