OAKLEY Apparel
2011
Art Direction, Graphic Design, Icon Design
Oakley came to 13THFLOOR to see if we had any new & different approaches to their apparel graphics. The only edict was to say Oakley, wide open after that.
Our approach was to play up the speed & technology innovation aspects of the Oakley brand. We created what we call "speed" blurs as part of a toolkit of elements to create this collection. These speed blurs were to look fast, technical and somewhat futuristic, as these are what we feel the brand resonanted. Once the toolkit was created 13THFLOOR then made them interact and disrupt the recognizable Oakley "O" and type they use, as well as kustom type we designed, to create a new vernacular. Then placement of the artwork was done in a dynamic manner to continue the theme.
Our approach was to play up the speed & technology innovation aspects of the Oakley brand. We created what we call "speed" blurs as part of a toolkit of elements to create this collection. These speed blurs were to look fast, technical and somewhat futuristic, as these are what we feel the brand resonanted. Once the toolkit was created 13THFLOOR then made them interact and disrupt the recognizable Oakley "O" and type they use, as well as kustom type we designed, to create a new vernacular. Then placement of the artwork was done in a dynamic manner to continue the theme.
- OAKLEYApparel Graphics13THFLOOR
- OAKLEY came to 13THFLOOR to see if we had any new & different approaches to their apparel graphics. The only edict was to say OAKLEY, wide open after that. Our approach was to play up the speed & technology innovation aspects of the OAKLEY brand. We created what we call "speed" blurs as part of a tool kit of elements to create this collection. These speed blurs were to look fast, technical and somewhat futuristic, as these are what we feel the brand resonated. Once the tool kit was created 13THFLOOR then made them interact and disrupt the recognizable OAKLEY "O" and type they use, as well as kustom type we designed, to create a new vernacular. Then placement of the artwork on the garments was done in a dynamic manner to continue the theme.
- Design Elements
- Apparel Executions
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Harley-Davidson 2
Black Label Apparel Graphics
For their younger "No Rules" customer Harley-Davidson created the Black Label apparel line. All about keeping it dark, no chrome and with attitude 13THFLOOR worked directly with H-D's apparel Design Director to create this collection of artwork. Once completed it was sent off to H-D headquarters for use by the design team there.
For this project 13THFLOOR provided:
• Trend Research
• Apparel graphic treatments
• Art Direction
• Design
• ProductionArt Direction, Graphic Design, Design2011 -
Working closely with Harley-Davidson, 13THFLOOR developed the feel of an "Old Skool" Vintage trend into a fully Kustom Library of designs that can be built into whatever product application needs there are. Whenever possible we gave a "nod" to the H-D Heritage by utilizing Genuine H-D vintage fonts as a starting point and Design elements and styling ques from product archives. 13THFLOOR interpreted each Design concept to be able to successfully translate into anything from Belt Buckles and Zipper Pulls to Labels, Hang Tags and Screen Prints.Art Direction, Fashion, Graphic Design2011 -
SHE-DEVIL Series Apparel and Accessories GraphixArt Direction, Fashion, Graphic Design2011 -
ELEMENT owner Johnny Schillereff asked us to create a series of logos for for their legendary team riders BAM Margera, Mike Vallely, Bucky Lasek and Chad Muska. This special edition graphic will recognize them as ICONs among the sport. Each design will be placed on the top of the deck. Each one expressing the uniquely different riders personalities, beliefs and styles. Each ICON also had to make use of the ELEMENT tree icon as well as feel like a series that could be built upon with future riders. Below are our final logo designs, ad concepts, product graphics and web application. We were super stoked to work with Johnny, Yvette, Todd, Mark and everyone at Element.Branding, Graphic Design, Illustration2011 -
Johnny Schillereff co-founder of ELEMENT asked 13THFLOOR to bring a more artistic, Kustom lettered + skate vibe design back to their line. Here is a selection of designs we hand krafted while working with Johnny.Art Direction, Graphic Design, Icon Design2011 -
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 -
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 -
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
