Melissa - Flygrl Campaign

Comprehensive visual identity and campaign for Melissa's Autumn/Winter '17 shoe collection "Flygrl". The campaign encouraged girls to "fly with freedom" through progressive design that challenged gender norms. Featured contrasting visual elements - pastel colors against concrete textures, cursive typography with bold letterforms, baby pink with muddy brown. Included e-commerce design, social media, photography direction, packaging, in-store signage, and a 1,100 sq ft typographic installation at their São Paulo flagship store.