Scope: Screen print collection, cross-functional collaboration with merchandising and marketing

The Ask: Russell Athletic needed a screen print collection spanning retail channels from Walmart and Amazon to trend-driven stores like Zumiez and Jimmy Jazz, each with a different customer and aesthetic expectation.

The heritage R logo was reworked across wildly different treatments, vintage athletic, distressed, floral, industrial, to hit multiple markets without diluting brand recognition..

The Results: 15-20 designs, market research, trend analysis, production management, presentation design