Fair Harbor was founded by siblings Jake and Caroline Danehy with a mission to create sustainable, comfortable, and stylish clothing. Using recycled materials like plastic bottles and seashells, the brand produces high-quality swimwear and ready-to-wear apparel for an active

lifestyle. Fair Harbor is committed to raising awareness about ocean pollution and supporting environmental conservation, focusing on reducing waste and leaving a positive impact on the planet for future generations to come.

Fair Harbor

Originally known for its men's swimwear, Fair Harbor has evolved to a year-round lifestyle brand. To support this growth, I worked to refine its art direction, establishing a cohesive visual language across photography, email design, paid ads, web design, and user experience. For the fall collection, I chose branding, colors, and graphic elements to balance the brand’s signature brightness with deeper seasonal tones. This approach ensured a smooth transition from summer to fall, while also allowing Fair Harbor’s expanded product range to maintain a fresh, vibrant identity throughout the year.

In just three years, Fair Harbor expanded from 3 SKUs to 150, necessitating a redesigned product landing page to accommodate the growing catalog. I created features such as customizable filters and various user journeys to cater to both new and returning customers.

For returning customers, the focus was on speed and ease, with the addition of a mini-cart to streamline checkout and reduce cart abandonment, while still showcasing key product details.

For new customers, I redesigned the product display page to offer an immersive experience. By adding shoppable modules that highlight product features, the brand story, and sustainability practices, I was able to create a more engaging and informative shopping journey.