Role: Senior Graphic Designer Company: Evy of California, Hybrid Apparel
Afton Street was pitched to include two seasons; FALL EXPLORER and LITTLE REBELS. Both collections would be gender neutral categories. I was responsible for initial graphic direction, tone, and aesthetic. 100% of graphics below were created by me. I was not responsible for further collections, and some new graphics were added to the final product, but I was able to enjoy the opportunity to help bring the idea to fruition.
Brand Direction and Identity
I was tasked with initial ideation regarding the direction of the graphics and the persona of the target customer.
Themes were designed for the pitch based on season, and I was then asked to develop art based on those themes. First collection, Fall Explorer, was comprised of boy's and girl's graphics; I worked on primarily girls.
Fall Explorer on Instagram:
Second collections behind Fall Explorer, comprised of boy's and girl's graphics. I worked on mostly girls, but initial art was gender neutral. See below for final girl's concepts.
Little Rebel on Instagram:
This category was separate initially, but eventually became integrated.