For SmartPak’s Spring/Summer 2025 collection, I led the seasonal creative direction from initial inspiration through final color and pattern execution. The goal was to create a cohesive visual story that could work across both horse and rider categories while still giving each product its own personality.

The process began with trend, lifestyle, and equestrian market research, which I translated into inspiration and mood boards to establish the overall seasonal direction. Adding shades of each color creates dimension for monochromatic outfitting, and also allows for more flattering colorways for different garments.

From there, I developed a curated seasonal color palette designed to create cohesion across the collection while balancing current trends with SmartPak’s established brand identity.

I created custom pattern artwork specifically for the season, using color, scale, and motif to bring energy and a recognizable point of view to the assortment. Patterns were developed with the versatility to translate across multiple product categories and applications.

I brought the color and pattern direction into the broader assortment, considering how the elements worked together across horse and rider products to create a cohesive, connected seasonal story.

The result was a complete SS25 visual direction that connected products across categories while balancing performance, personality, and the practical needs of the equestrian industry.