the current fall/winter 2025
A seasonal branding and environmental design project for nine tiny home retail pop-ups in Seaport.
Each season, Seaport reimagines its retail pop-up village around a new theme, turning nine tiny homes into a curated shopping destination. For Fall/Winter 2025, I led the creative for Apres at The Current, from brand identity through to the physical design of the homes and the campaign that brought the concept to life.
My role spanned the full project: developing the season's brand identity (logo, color palette) alongside our copywriter, directing the look and feel of the homes (paint color, facade design, illustration), and building out an integrated campaign around the theme.
The Apres at The Current logo is a playful, hand-lettered script that feels equal parts charming and spontaneous.
The Facades
For the season's facades, we chose a bright red with pink trim, a palette selected to feel cohesive with the neighboring Snowport Holiday Market rather than compete with it. Each home also featured winter-inspired, hand-drawn illustrations with a textured, handmade quality, and light blue blade signs for a bit of wintry contrast. Holographic shiny vinyl was worked into select graphics to bring the aprés party vibe.
the campaign
The campaign concept transforms the mountain into the ultimate escape, equal parts slope-side soiree and winter spectacle. A gondola swaps its cabins for a glittering disco ball, while bold colors and cheeky details bring the apres energy to life. Think vintage ski nostalgia meets high-altitude party vibes. Pops of light blue snowflakes tie into the hand-drawn feel of the logo and the illustrations appearing on the homes' exteriors, carrying that same charming, handmade energy across every touchpoint.
Created in collaboration with WS Development