Ideation and concept development for the brand’s 25th anniversary. Multiple directions were presented to the Art Director to guide the visual language for the year’s anniversary-related content–including social media, retail, web, activations, and Spotify profile assets.

The concept drew from the idea of “silver weddings,” traditionally marking 25 years–offering a meaningful and timely entry point into the chrome visual trend. This direction not only felt relevant, but also aligned with the cyber-futuristic aesthetic of the early 2000s, the era in which the company was founded.

These are some of the visuals later developed by the marketing team to support the brand’s content calendar and promotional materials. The featured merch was designed by me to subtly reference the brand’s "birth year"–executed in a simplified, chrome-inspired embroidery treatment. The design remained minimal and effortless, using a typeface true to the era, with a wordmark developed in-house by the team.