ACADEMIC|December 2022 2 weeks

Carhartt’s shift from the workmen apparel to streetwear fashion inspires a “Do-it-Yourself” (DIY) campaign. I was responsible for delivering trendy patchwork designs and illustrations that could be applied to iron patches, packaging, and a mocked up storefront display. This DIY approach aims to reach an audience beyond the traditional workman and highlight Carhartt’s evolution into streetwear, while keeping some of its original identity.