Fair Harbor

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 fishing nets, 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.

Originally known for its men's swimwear, Fair Harbor has evolved to a year-round lifestyle label. To support this growth, the brand refined its art direction, establishing a cohesive visual language across photography, email design, paid ads, web design, and user experience. For the fall collection, the branding, colors, and graphic elements were adapted to balance the brand’s signature brightness with deeper seasonal tones. This holistic 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.

Caroline Danehy

Creative Direction

Bryan Derballa

Digital Photography

Drew Maloney

Digital Videography

Sandra Nygaard

Copywriting

Film videography and photography

Anna Watts

[ART DIRECTION]

[UX DESIGN]

[UI DESIGN]

[GRAPHIC DESIGN]

[BRANDING]

Fair Harbor’s design evolution redefines seasonal style, seamlessly transitioning from vibrant summer collections to a bold fall expansion.

In just three years, Fair Harbor expanded from 3 SKUs to 150, necessitating a redesigned product landing page to accommodate the growing catalog. The page now features customizable filters and various shopping pathways 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, the product display page was revamped to offer an immersive experience, with shoppable modules that highlight product features, the brand story, and sustainability practices, creating a more engaging and informative shopping journey.