The founder of the Canadian men's workwear brand, Fieldsmith, hired me to produce an assortment of graphic pieces that would help him launch his new collection. I began by taking a completed logo concept and vectorizing it for him, before moving on to create custom illustrations, labels and more.
To get customers excited about the new line, the founder wanted to have a few stickers made. With much of the target audience comprising construction workers, the stickers were intended to decorate safety helmets. These would help spread the word with a combination of Fieldsmith branding and pinup figures that I illustrated. Stickers were originally distributed to tradesmen for free, and they are now available for purchase on the Fieldsmith website.
While many of the garments were beginning production, I completed a vector drawing of a pair of Fieldsmith pants for the website and marketing materials. Meanwhile, I was asked to create content tags that would be stitched inside the clothing, marking each Fieldsmith item as "Made in Canada." Additional garment labels were requested, which would be stitched to the outside of the clothes. The label above is the selected concept that ended up on the pockets of the pants and near the shirts' hems. A variety of other concepts for the garment labels can be seen below:
I subsequently scaled up the selected label graphic so that it could be printed onto Fieldsmith T-shirts as well. in addition to the high-quality workwear garments that the labels I made, the designer manufactures a range of graphic tees that sport my custom illustrations.
You can browse the Fieldsmith website and the Fieldsmith Instagram account (@fieldsmith) to see more products and purchase them online.
I produced an illustration of the Ontario flag with the Fieldsmith logo inside, which has been made into a T-shirt that is now for sale. I scaled up the illustrations that I had made for the stickers and these are now also printed on tees. I created all three pinup girls in Illustrator: two with a flat style featuring a girl on a Fieldsmith-branded wrench, and another of a girl on a Fieldsmith-branded hammer. I illustrated a third pinup with a three-dimensional effect using the vector mesh tool, before I added a vintage overlay in Photoshop. This illustration of a woman swinging on a crane hook was inspired by a photograph taken of Kristen Bell by Mark Seliger for Vanity Fair.
