Overview

LS: Two Letters, Infinite Stories

Product Launch & Campaign Creative Direct
Team
In-house creative team at Brunswick Corporation
Role
Creative Direction, Brand Experience Design, Campaign Strategy, Visual Design
From Bland Name to Lifestyle Brand
Introduction

The Situation

The outcomes I aimed to create.

Most boat launches focus on specs: horsepower, seating, paint swatches. But the LS Pontoon wasn’t just another model in the catalog.It was Lowe’s chance to reclaim the value pontoon market—to prove boating can be stylish, social, and affordable.The challenge? The name was just two letters: LS. On its own, uninspiring. Forgettable.My role as lead designer was to transform LS from a bland alphanumeric label into something people could feel, remember, and rally around.

📍Project Objectives
Overview

- Brand Storytelling: Developing LS meanings (“Long Summers,” “Life is Sweet,” “Limitless Smiles”) to humanize the product.

- Visual Identity: Designing the LS rectangle lockup, typography, and mood-driven photography.

- Consumer Connection: Lowering barriers for new boaters, aligning campaign with human-centered insights.Integrated

- Campaign: Ensuring every touchpoint—digital, print, and social—reinforced the lifestyle narrative.

Project Objectives

Defining what this project set out to achieve.

- Rebrand LS from a forgettable alphanumeric name to an emotionally resonant lifestyle symbol.

- Showcase the pontoon as stylish, social, and accessible—appealing to first-time boaters.

- Create a narrative framework that could flexibly communicate different facets of summer, fun, and togetherness.

Focus Areas

Key Design & Strategy Pillars

📊Insights
Research

Research Findings

Understanding the Audience

Consumers weren’t asking for a new pontoon name—they wanted:
- More fun days with family
- Affordable weekend escapes
- A lifestyle that feels like it belongs to them, not just the luxury few

Market gap: competitors over-indexed on luxury, leaving huge opportunity for value + style

Consumer psychology: New boaters often feel boating is “out of reach.” Campaign needed to lower the barrier

Brand alignment: Lowe listens to its community. Campaign amplified this: “We hear you. We ARE you.”

🧭 Goals
Focus Areas

Design Goals

Turning Insights Into Intent

Transform LS from bland alphanumeric letters into a flexible narrative system

Evoke fun, approachable, and aspirational feelings through design

Make the pontoon feel accessible without undermining style or quality

Create assets that could live across multiple media while keeping lifestyle at the center

Concept
Solution

Make LS Mean Something

BIG IDEA

Instead of running from the plainness of the name, we leaned into it.

LS meanings:

Long Summers → endless days on the water
‍Life is Sweet → celebrating simple pleasures
‍Limitless Smiles → joy without barriers

Art Direction / Photoshoot Planning
Planning/Execution

Setting the Mood & Story for Production

As part of the creative direction, I developed both the moodboard and the storyboard for the LS photoshoot. These guided the production team on how the campaign should look, feel, and emotionally land once we moved into real-world shooting.I set the tone around a warm, lifestyle-driven visual language—sunset hues, natural light, candid expressions—capturing the essence of summer on the water. This visual warmth aligned directly with the LS narrative of Long Summers, Life is Sweet, and Limitless Smiles.

What I aimed to capture:

- Real families laughing and relaxing
- Kids and parents sharing moments (mom + son, dad + daughter, etc.)
- Friends hanging out, talking, enjoying the rideBoats in motion—spray, movement, wind, energy
- Genuine smiles and interactions, never overly staged
- Scenes that feel like memories, not advertisements