Building a community, one Saturday walk at a time.
Brief: Vacation® wanted a recurring, in-person way to connect with its community beyond the product itself. Introducing the weekly Saturday walk club in Miami. The brief was to build that idea a real identity from scratch: something that felt inviting and communal rather than corporate, and extended past a logo into merch and a tool that could actually get strangers talking to each other mid-walk.
Solution: Built the full brand identity for the club, then carried it into tangible pieces such as branded merch and a set of conversation cards packaged in their own box, designed to spark connection between participants. I shot the very first walk in person for launch, giving Vacation® real, lived-in photography of the club in action rather than a staged campaign shoot.