Haikini - Graphic Design, Social Media Strategy

Haikini is a women’s independent lifestyle brand dedicated to the love of surf. Their mission is to provide swimwear that is both fashionable and functional, while staying affordable and conscious of the people and the planet. Haikini's founder, Beckie, engaged me to create a series of posts to promote their anniversary bikini design contest and subsequently, product launch campaign. Haikini's anniversary bikini design contest campaign is an annual design competition where Haikini's followers submit their own swimwear designs. Three winners' designs will then be picked, the swimwear produced, and then launched in an exclusive limited edition collection.

🔗 Website: https://haikini.co

🔗 Instagram: www.instagram.com/haikini.co

Content Creation

Creative Direction

Social Media Strategy

The main objective was to expand the Haikini brand from a swimwear brand to lifestyle and activewear, and to focus on inclusivity in the brand's messaging.

Haikini's focus has been on functional surfing swimwear since it's inception, but had a difficulty capturing market share as the surf community in Singapore is limited (considering we have no waves 🌊😅). To capture a larger market, we decided to feature the winning designs in the theme "Natural Habitat" with each design corresponding with Land, Sea and Jungle. For each design, we captured real life women with various body types doing what they do best "in their natural habitat". This included roller skating, diving, sunbathing and more, to show that Haikini is made not just for surfing, not just for high impact activities, and not just for one body type.

✨View the reel here✨