Carhartt WIP X JD Portfolio Vis Com 3 by millamarieroberts

THE CARHARTT WIP ARCHIVES IN COLLABORATION WITH JD SPORTS

The marketing concept is to launch a new collection for JD Sports with Carhartt WIP (Work in progress) for the SS23 group. This collection will use all Carhartt products, colours, and fabrics that are trending for the season and durable for the consumer. This collection is targeted towards both males and females. It will be a unisex collection, described overall as a capsule collection of basic t-shirts, sherpa fleeces, cargo trousers, hoodies and other accessories in outdoor streetwear. This collection will roll out visual merchandising displays to many of the JD stores while also being online alongside social media, out-ofhome marketing, and website.

Initial Moodboards | Research

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Graphic Artist @deliberateindifference | Research Simon is a freelance illustrator living in England, working for both business and private commissions, working alongside companies such as Zara, Obey, Greats Footwear, Kalibrand and Hiker Delicious. Inspired by film and Tv and particularly the art o Fiona Staples, Simon uses a friendly yet professional approach within his design. Deliberate Indifference sits well within the graphics, which I wanted to achieve for this collaboration, making marketing fun and promoting a sense of personal styling within each other items considered in the collection. Currently, with 31.5k followers, the following of current trends and the idea of minimalist streetwear tie in nicely with this module brief.

Graphic Artist @phongtan | Research Phong Tran uses his Instagram profile to promote graphic design and clothing collections. The idea is to make them funny and provide movement to pre-made outfits. He mainly uses brands such as Redwing, Capital global and Polo Ralph Lauren. This is similar to the Carhartt brand highlighting functionality and durability while providing a minimalistic theme.

Brand Research | Carhartt Work In Progress Even today, Carhartt publicly states they don’t understand the streetwear market nor make any effort to pursue it. Since its inception in1889, Carhartt was only considered a high-quality, affordable workwear brand for blue-collar workers until the 1980s. Two Swiss designers saw the potential of Carhartt within the streetwear market and agreed on a licensing deal to form CARHARTT WORK IN PROGRESS. Carhartt’s essential brand and values and turning them into streetwear style fits. This would be marketed at a higher price while maintaining the minimal aspects of the brand’s designs.Combines faithful adaptations of powerful American archetypes while engaging with subcultures that have embraced it—in turn, seeing Carhartt WIP place itself in a new context. Opening its first store in 1997, it operates with over 80 brick-and-mortar locations worldwide, with its skate and music departments. Since 2010, they have worked with many like-minded collaborators, including APC, Converse, Fragment Design, Junya Watanabe, Nike, Underground Resistance and Motown. The brand now uses cotton Canvas, Cotton Duck (Poly-cotton blend, usually more lightweight) and an 8-ounce, 100% cotton White drill – getting most of their materials from the US and Mexico.

all images from Carhartt WIP instagram

Secondary Research | Marketing and Retail Spaces

Secondary Research | Photography Assets

all images from the Carhartt WIP Website and refenced at the end

Design Development |Carhartt Logo

I tried this logo in several different colour ways; the yellow and the black are the ones that will be used due to these being the brand colours of both JD and Carhartt WIP while helping it differentiate from the other brands JD sell within the store. This is the new creation of a logo that will be used on social media, including websites and Instagram, and billboards. This font is called Social Gothic Rough. This logo sits better with the collaboration of both brands; the rough outline of the lettering juxtaposes that of the minimalistic Carhartt brand and when paired with the clothing, will bring it together.

Typography Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Typography Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz ypog Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt UV v Ww X Yy Z

Design Development | Collaboration Logo The typical Carhartt WIP logo is simple and would work for this brand collaboration. However, when looking into how this would be presented on clothing or billboards, I chose to place a footprint within the “C” to bring the aspect of the JD being the King of Trainers to the collaboration.

Design Development | Collaboration Patterns

This collaboration will be based on three repeating patterns. The first one is the repeat of the logo; this will be used on the website design and placed behind models through photoshop to promote the new clothing pieces. The Second one will be used within the billboards; this was done by layering paper over an already-existing image of a warehouse. This is paired with a repeat pattern of the footprints used within the collaboration logo. The third one is a camouflage pattern that will be used within the clothing and laid with bleach effects to give colours similar to the colour scheme stated before.

Design Development | Final Colour Palette

Design Development | Key Materials We typically have to plan and design our collections two years in advance, meaning the Dearborn Canvas products we began transitioning to organic cotton back in 2017 could now be purchased by customers. Importantly, these garments were just as robust and hardwearing as the conventional cotton originals. In addition, Better Cotton (BCI) now accounted for 60% of our total amount of cotton sourced. By 2024, we aim to ensure that all of our cotton comes from more sustainable sources. This means all of our cotton comes from either organic licensed farms, or supports more sustainable cotton production practices through the Better Cotton Initiative. (Copied from Carhartt WIP Website)

In 2018, we carried out a year of intensive testing, applying environmentally friendly alternatives to our products, which were due to be released the following year. Some fabrics were too rigid, while others would end up with chalk-like marks on them after washing. We were not able to entirely eliminate PFCs in a single collection. The process did, however, allow us to find many suitable alternatives that we began to implement. In 2019, building on the strides we had already made, we closed out our 2021 collections with no products containing PFCs. This new standard is something we will maintain for all collections going forward. (Copied from Carhartt WIP Website) POLYESTER fibers are incredibly strong, meaning they don’t tear, stretch, or pill easily like cotton and other natural fibers. This strength means polyester clothing can easily handle abrasion from machine-washing and doesn’t require special care.

Design Development | Key Silhouettes

The key silhouettes include a hoodie, fleece, cargo trousers and a t-shirt. All these will provide a small insight into the Carhartt brand while delivering only a few products that would go to waste. These will come in 3/4 different colour ways and stick within—a minimal theme for each piece to be dressed up or down. The idea of this was to stick to the similar Carhartt theme, using their boxy fits to provide a unisex collection at a durable price point.