Mockup of a long sleeve shirt and short sleeve women's v-neck shirt with "Good vibes at the Tides" design on both
The retail department at Innisfree Hotels occasionally requests new custom designs from the marketing department. This concept was really exciting to explore, and ultimately need to be something straightforward since the design would be on apparel.
Apparel Design
The design was drawn in Procreate in a monoline style with tall sans serif hand lettering. It features a surfboard, some waves, and a palm tree all under a large sun. The quote reads "Good vibes at the Tides." Good vibes, indeed.
Some of the other sketches that were not selected for the final product used brush lettering and different beach elements, like a beach ball and towel.
Final line art of "Good vibes at the Tides" design
Four sketches of "Good vibes at the Tides" designs
Art direction — Morgan Walker and Jillian Streff
Graphic design — Olivia Ashcraft

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