Objective: Relaunch Denim titles to coincide with new street-inspired, casual direction as conceived by the POLO team, essentially rebranding the Denim line.

In initial talks with POLO, they stated they wanted an unapologetic street style whilst still staying true to the value of casual refinement POLO stands for.

I was given the chance to review all the final photography selections and typographic placement for the campaign before mood-boarding so I could be as in touch with their goals as possible.

PROCESS // 01

Given a 10 day turnaround for 12 titles, there was no room for anything but minor revisions.

I provided a thorough mood board to explore the possibilities in great detail to ensure solid direction going into a tight timeline.

PROCESS // 02

Once direction was established, I explored typographic styles within the direction that could be scaled into various phrase lengths, ensuring consistency yet uniqueness to each phrase and letterform.

PROCESS // 03

After testing out every size, texture, and fluidity of any brush pen I could get my hands on, I realized I needed to make my own pen to get the exact sporadic yet controlled letterforms I was looking for.

PROCESS // 04

I created my own custom cola pen from a Lacroix can and tested and practiced on various paper and ink combinations until I was happy with the correct texture and stroke quality.

PROCESS // 05

I scanned all selected versions, vectorized, reviewed and revised until satisfied with the amount of variation and splatter-forms.

PROCESS // 06

Once revised, I cleaned up vectors and packaged up for final use with recommended placement/scale.

Denim Role Models ran in POLO Ralph Lauren locations across the US to display the new denim line for two years.

selected pieces in-store

all final pieces

Polo Ralph Lauren: Denim Role Models