Women of the wave

 Surfing through community.
O'Neill Europe - Spring/Summer 2025 Campaign

ROLE: CAMPAIGN IDENTITY, CAMPAIGN EXECUTION, DIGITAL DESIGN, CRM, EVENT DESIGN, SOCIAL ASSETS 

CREDITS: ART DIRECTION - ASTRID NIARI, CLAUDIA DADER, 
PHOTOGRAPHER - MARIE PFISTERER

 Women of the Wave celebrates the joy of surfing through the stories of women who inspire one another, both in and out of the water.  
A key challenge was balancing the commercial side of the collection with the campaign’s wider purpose: celebrating women, building community and promoting events. 
The identity needed to move naturally between product, social initiatives and event communication without losing authenticity, therefore I crafted a graphic system inspired by the products and driven by a fresh and funky take on femininity. This very framework was also carried forward into future seasons.
The campaign generated growing engagement around the Women of the Wave initiative, helping to strengthen O’Neill’s female community while creating a recognizable identity.

CAMPAIGN IDENTITY - BUILDING A VISUAL SYSTEM THAT CONNECTS PRODUCT AND THE WIDER WOMEN OF THE WAVE COMMUNITY EXPERIENCE.
CAMPAIGN IDENTITY - BUILDING A VISUAL SYSTEM THAT CONNECTS PRODUCT AND THE WIDER WOMEN OF THE WAVE COMMUNITY EXPERIENCE.



This flexible graphic system is built around the collection itself, using product artworks, playful typography, vibrant colours and layered compositions to create a direct link between product, brand and campaign.
I introduced softer, more feminine details through rounded imagery and graphic elements, while keeping the overall language playful and contemporary.

Alongside the campaign assets, I designed a dedicated landing page to bring together event information, registrations and storytelling in one central hub.
FROM PRODUCT TO CAMPAIGN - TAKING GRAPHIC ELEMENTS FROM THE COLLECTION TO CREATE A VISUAL BRIDGE BETWEEN COMMERCIAL COMMUNICATION AND BRAND STORYTELLING.
CAMPAIGN IMAGERY – SOFTENING THE VISUAL LANGUAGE THROUGH ROUNDED FORMS AND FEMININE DETAILS.
SOCIAL POST ABOUT ONE OF THE EVENTS
PICTURES FROM WOMEN OF THE WAVE EVENT IN BILBAO, 2024

E-COMMERCE CAMPAIGN COMMUNICATION – A BALANCE OF PRODUCT PROMOTION, STORYTELLING AND A LINK TO OUR COMMUNITY LANDING PAGE.
DIGITAL EXPERIENCE - CREATING A DEDICATED LANDING PAGE THAT BRIND TOGETHER EVENT INFORMATION, REGISTRATIONS AND CAMPAIOGN PROMOTION IN ONE DESTINATION.
CRM – ADAPTING THE CAMPAGIN TO MAINTAIN A CONSISTENT IDENTITY BALANCING OUT COMMERCIALITY AND EVENT COMMUNICATION.
EVENT COMMUNICATION - EXTENDING THE VISUAL LANGUAGE INTO EVENT COMMUNICATIONS, GIVING THE COMMUNITY INITIATIVE A STRONGER AND MORE RECOGNISABLE PRESENCE.
CRM – ADAPTING THE CAMPAGIN TO MAINTAIN A CONSISTENT IDENTITY BALANCING OUT COMMERCIALITY AND EVENT COMMUNICATION.
Previous


Brand & Graphic Designer
Amsterdam, The Netherlands, Europe