ABOUT THE PROJECT:
The ACHIEVE lifestyle brand had become Rooster Teeth's prime avenue for experimentation and exploration within its marketing and product design teams. Each collection focused on using premium materials, unconventional treatments, and refined details to provide an exclusive concept-driven product line.
The creative direction for ACHIEVE: Uncharted Territory emerged from an innate desire to explore and return to nature. Amidst the better half of two years working from home during the COVID-19 pandemic, I, and the world together, experienced a yearning for an escape: fresh air, warm sunlight, and endless horizons.
Approximately 9 hours West of Austin, Texas lies the Chisos mountain range and a large swath of the Chihuahuan Desert that makes up Big Bend National Park. Upon experiencing the vastness and magnitude of this area first-hand, my design decisions throughout the creative process for this collection as a whole were directly influenced by the incredible spectacle of open land and massive natural structures I witnessed.
DISCIPLINES:
Art Direction, Apparel Design, Technical Design, Logo Design, Product Development
Product Photography: Wes Ellis
