A leading clothing brand based in Amsterdam, ‘The New Originals’. Their focus is creating performance clothing for creatives which posed an exciting challenge. My responsibilities with them were digital design, product design and creative marketing.

DOTS ON DOTS COLLECTION

The dots on dots collection was born out of a need to create new pieces with a fresh visual identity they hadn’t yet relied on. In need of the brand maturing beyond their ‘Creatives are the new athletes’ tees and ‘TNO’ logo branded pieces. Requesting something simple and transferrable the 9 dots logo is a sleek reminder of the brand’s slogan ‘think outside the box ‘

Whilst wanting to venture out clothing wise, the brand had also aspired to explore product design starting with an umbrella and stool. This was a great challenge to develop patterns that would work for different physical shapes.

These product promos were completed in Photoshop maintaining minimalism with aims of being reminiscent of early product advertising which was a style that had been trending at the time.

THE FREDDY CHESS SET

Designing the first ever variation of the Freddy Chess set required illustrating and designing the world for the product. This included the chess box design, logos and the experience inside. The creative director really loved the idea of combining their mascot ‘Freddy’ who features as the chess pieces inside with a mythical and ancient era with chess being such a traditional game. I brought this home through the illustration on the front of the box where the mascot is depicted in many forms as though an ancient depiction of discovering chess for the first time.

With there being so many sides of the box to communicate with, I ensured it was heavy in their branding. The ‘think out of the box’ slogan on the sides of the box to ensure even though it was something very new to what they’d done before it was still very much theirs, and utilizing the light blue accents that we see in the chess board itself to ensure coherence with the product inside.

TNO SOUNDBARS

The team had also been preparing for their spring release which was surrounding the theme of music, these are some typefaces I created in illustrator to replicate sound bars that they could use at their disposal when sharing music events or social media assets

Farmer ice had been a collaboration with a popular local ice cream store where they curated new flavors together and required an illustration for the sticker on the ice cream tub itself and also a print for the freezer design which we see to the right. Again utilizing their mascot Freddy who adds a nice childlike innocence to the concept and using soft color palettes that insinuate the innocence of going out and buying ice cream.

THE NEW ORIGINALS X MAHA

MAHA are a playful fellow Amsterdam based brand focused on women’s streetwear. The crewneck collaboration featured The New Originals’ slogan ‘creatives are the new athletes’ in Maha’s famous purple brand colors.

For this release we wanted fun and bold posts to announce the collaboration on social media platforms, I weaved together images in photoshop of the models in different stances creating lively seamless singular images.

NEW RELEASE SOCIAL MEDIA POSTS

The New Originals aimed to share new colourways through bold means, this is an example of the styles and ways that I’d aim to create that through use of shape and filling space with dynamic photos that would often mirror the other.