After years of frustration with the wetsuit industry, I led the development and launch of a new women's wetsuit range from concept to campaign. I conducted market research with 150+ female surfers to create a more inclusive wetsuit fit and product range. I project managed end-to-end delivery across product design, branding, marketing, and campaign execution. I directed the wetsuit launch photoshoot, produced and adapted creative assets across multiple formats and prepared print-ready artwork for large-scale retail and editorial use. All outcomes aimed to challenge industry norms, promote conversation in a male-dominated surf industry, and increase female representation and engagement.