Amelia Nista.

Safari Coast

When Karen designs a new collection, she gives it a name. Usually these names are internal only, despite being excellent storytelling moments that could influence design. In this case, we were allowed to use the name and the Safari Coast was born. I had been on a safari in Africa before and was very excited to draw on that as inspiration. I wanted to have a pattern act as a boarder but I didn't want it to be too perfect, so I hand placed every circle myself, making them each look a little different. The social assets for this campaign ended up being some of the top performers to date on this brand.