Sqyrl is designed for adventurers, travelers, artists, and parents who want to reclaim space in their lives without sacrificing the hobbies they love. In 2022, the startup was expanding beyond its Vermont roots into major metropolitan markets like Boston and New York City. In a post-pandemic landscape where people were eager yet cautious in their approach to travel and everyday life, Sqyrl was positioned to offer both practicality and peace of mind.

This expanded vision called for a comprehensive brand refresh — one that established a clear visual identity and spoke boldly to a younger, urban audience. The creative direction spanned paid social and print advertising, with an emphasis on work that was visually striking and immediately resonant.

I partnered with the founder to develop new branding, a cohesive visual style, and a suite of versatile illustrations that brought the refreshed identity to life across channels.