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.
Currently, Denim Role Models lives in stores at every POLO Ralph Lauren location across the US to display the new denim line.
selected pieces in-store
selected finals for print
all final pieces