Custom Lettering & Illustration
Apparel Illustration
My Role
I led the visual development of original illustrations and custom lettering for apparel collections targeting niche subcultures.
My role covered research, concept definition, and final artwork production. The objective was to create designs that felt native to the culture - not inspired by it from the outside.
Motivation to be authentic
The goal was never just to create visually appealing prints, but to design graphics that felt authentic to the subcultures they were made for.
Each illustration was rooted in research, visual references, and a deep understanding of the respective scenes - from metal and gothic to biker culture. The intention was always the same: create designs that even the most dedicated members of the culture would proudly wear.
The benchmark for success was simple: if a hardcore fan or biker club member could look at the design and say “this represents me,” the work had achieved its purpose.
Company
Brands by EMP
Black Premium
Rock Rebel
Gothicana
Full Volume
RED