Carhartt campaign

The aim of this brief was to design an advertising campaign for clothing label Carhartt. The requirements of the brief were to find a method to combine the streetwear side of the brand with the more traditional workwear side of Carhartt.

48 sheet billboard

Adshel poster

My solution was to use the strap line 'Work Hard, Play Harder' alongside different elements, which suggested street culture as well as working people. The 48 sheet campaign concentrated more on textures, while the Adshel posters focused on people in different situations where they were on their way to or from work but still finding time to play.

As part of the same brief, I designed T-shirts as promotional items to fit in with the campaign.

The brief specified that one T-shirt was to be designed with a male bias, and one specifically for females. My solution to this was to use different colourways for each, along with words selected from the chosen campaign strapline which had a relation to each in a playful and suggestive way.