X GAMES + Deck Art
2011
Art Direction, Graphic Design, Illustration
- X GAMES
Decks13THFLOOR - Spanking your eyes and bringing forth yet more brand personality of the X GAMES was our mission in developing our 2nd year of product artwork for their licensee.
13THFLOOR was responsible for over 120 unique works of art, illustration and graphics for the X GAMES product line. Decks, Shoes and Moto-X toy designs are some of the product groupings we adorned with appropriately psychotic graphics.
Our client presented us with a challenge to produce designs that appear to be created by a multitude of uniquely different artists, designers and studios. Talk about keeping it fresh! 13THFLOOR delivered appropriately on trend and retail correct assets, and proceeded to craft our "Keep it Kustom" vibe throughout every design, as usual, never using clip art and even hand drawing the bulk of the Kustom Kreations.
With line themes like Skulls, Creatures, 80's, Day of the Dead, Grunge, Crazee Carney, Interpretive X GAMES type and more, we had a friggin' awesome time "having at it" with this plethora of original collections. We do always dig having the opportunity of being a part of the amazing world of Deck Art! 
-
With the popularity of the FOX Sports mechanical mascot "Cleatus," FOX Sports L&M reached out to Dave Parmley and Eric Ruffing of 13THFLOOR to create a lifestyle licensing guide for the fans of both FOX Sports and Cleatus.
Armed with our very own Cleatus action figure, a few 3D modeled moves and the techno/mechanical vibe of the bumpers the quick turn around began. Freedom to explore the manipulation of the FOX Sports brandmark and type treatment was also allowed.
As Cleatus' victory dances are a huge part of his story we created hero image illustrations and mechanical victory wings as main designs of the toolkit. 13THFLOOR also created product examples to show the wide variety of designs that can easily be created and applied to product from the components of the toolkit. The final guide was then distributed as a PDF.Art Direction, Graphic Design, Design2011 -
Mattel asked 13THFLOOR to create to again create a library of kustom artwork for Hot Wheels "Motorsport" theme global style guide. Designed around a concept of authentic international racing meets the intense hyper real world of the Hot Wheels vehicles. SInce Co-Owner/Design Director Dave Parmley has raced cars and along with Co-Owner/Design Director Eric Ruffing have had a life long love of fast, loud wheeled vehicles it was an easy project to understand and derive inspiration from.
Again as with the "Tuner" collection done for the same style guide we imagined what a real Hot Wheels driver, pit crew and support team would do to brand themselves. Hot Wheels Global Licensees could then use this design system to create any of their needs be it labels, apparel graphics, publications, hard and soft goods.
13THFLOOR designed and produced the following for this collection:
• 28 Kustom Logos.
• 17 Composed Designs.
• 9 Hot Wheels Logo Variations.
• 7 Repeat Patterns
• 10 Vector Vehicle Drawings.
• 24 Graphics Elements
• 34 Product Graphics Executions/Examples.Art Direction, Graphic Design, Icon Design2011 -
Hot Wheels "Tuner" graphic collection for the Global Hot Wheels Style Guide. Mattel asked 13THFLOOR to create a library of kustom artwork for this highly endemic theme. What would someone who Drifts, Races and build "Tuners" wear? Making sure to hit the various age groups of 6-9, 12-15 for mass, mid tier + speciality retail Dave Parmley and Eric Ruffing combined Asian, urban and drift cultural influences into small families of artwork that Hot Wheels Global Licensees could use for lunch boxes, backpacks, bedding, bikes to apparel. By 13THFLOOR creating these families of designs Licensee's will have a much better opportunity to create cohesive collections around this particular theme.
13THFLOOR designs and produced the following for this collection:
• 33 Kustom Logos.
• 14 Composed Designs.
• 10 Hot Wheel Logo Variations.
• 8 Tiled Patterns.
• 11 Vector Vehicles (from supplied color renderings).
• 55 Product Graphic Applications with production notes.Art Direction, Graphic Design, Illustration2011
