The things I gravitate toward outside a brief usually make their way back into how I see brands.
Color, texture, and the way a room can have a point of view before anyone says a word.
Photo shared by Ava
Part dinner plan, part creative experiment. This one made it out of the camera roll.
Food photo shared by Ava
Making things, testing what lands, and documenting the bits of life that feel worth sharing.
@lifeofavak profile screenshotCampaigns, launches, and little decisions I keep thinking about—and what I would take into the next brief.
Rhode took its summer tour to Newport, Rhode Island, with a pop-up and a creator trip.
I had been waiting for this. The name was right there; honestly, it took them long enough. The obvious idea became a place people could actually step into.
Make the brand name do something.
02 / CPG / brandingOlipop / PoppiSoda with a personalityOlipop refreshed its cans and launched “The feel good soda”; Poppi took “Make it poppi” to the Super Bowl.
They redefined soda for me. It is not just what is in the can—it is the color, the voice, and the world each brand builds around it.
Sell the feeling, then the fizz.
03 / Beauty / brand worldCrown AffairThe ritual is the brandCrown Affair makes hair care feel like a ritual—even its Dry Shampoo comes in a refillable jar with a brush.
The message never wanders. The sleek design and considered content feel as intentional as the quality of what is inside.
Make every touchpoint sound like the same brand.
04 / Fashion / creatorJ.CrewAn icon, made currentJ.Crew introduced the Tiny Rollneck with Emma Chamberlain in a campaign inspired by the early internet.
I have watched J.Crew make its 2020s return. Bringing Emma into the Tiny Rollneck launch makes an archival favorite feel like it belongs in the conversation now.
Let an icon meet the moment.
05 / Fashion / experientialDairy BoyA world beyond the founderDairy Boy brought DB Sport to a New York pop-up ahead of the 2026 US Open.
It is the coolest of the cool-girl brands, and one of the few creator-founded brands where I think of the world before I think of the founder.
Build something bigger than your own name.
06 / Campus / communityRoller RabbitThe campus gets its turnRoller Rabbit took limited-edition prints on a campus tour and made sorority-specific pajamas and accessories.
Finally, brands are tapping into the U.S. sorority-girl market as a real community with its own rituals, taste, and influence.
Show up where the group already gathers.