THE PROBLEM
For customers who didn't come in with a design of their own, I had to take their existing logo or an idea and create artwork for various apparel. Some people wanted just a simple addition to change their logo into a full design, while others wanted to create something totally new while still being true to their brand.
MY SOLUTION
I look at the customer's existing logo, identifying core colors, typography, and iconography that could be adapted and expanded upon. Then it's all about clear communication as I go back and forth with the customer for tweaks - maintaining a transparent feedback loop with the client, using digital mockups to align expectations and minimize production surprises.
One of our customers, Eldora Speedway, wanted a wide variety of apparel to sell year round. I had the joy of coming up with an array of designs for them, being intentional about making different styles that would appeal to the different styles of any patron who would stop by.
I also am keenly aware of what the actual process for printing these shirts entails, as the other half of my work consists of fixing artwork that gets brought in so that it will print correctly. I design with our 10-spot color machines in mind, which means some pieces require that I focus on either adapting artwork to have less colors and cut costs, or utilizing my knowledge of color theory to mix inks.
