LoveJay is a social change-oriented apparel and accessories line created using direct-to-garment printing and direct-to-consumer selling.
LoveJay is named for Jay, who is part of the SDG chosen family. He's a trans kid in the US, which is not the easiest experience. Inspired by Jay, the rising levels of transphobia across the United States in recent years, and the desire to make a change, I was contracted by St. John Design Group to create garment designs, patterns, logo, and general branding, as well as continuous social media and marketing graphics.
This project is ongoing, but has been a great exercise in balancing more illustrative and graphic elements, using more manual and vector-based pieces. It has been a great lesson for learning the behind-the-scenes work involved in creating a brand. I was able to create all over prints, t-shirt designs, and other brand graphics.
Our colors are inspired by an expansion on the trans flag (white, pink, blue), and purple and green being a spin on the genderqueer pride colors. They are vibrant and trendy, but can be more refined in appearance as needed.
I was able to use a blend of typographic work, illustrations, and a balance between the two to develop the brand. These designs were more focused on apparel
Below is a range of three all over print designs utilizing a blend of pink and blue, which calls on the trans colors. These were used for a different range of products which were more in-line with accessories and some clothing options, using sublimation printing.
In addition to apparel and brand development, I developed graphics like web banners, size guides, email marketing, social media graphics, and other digital collateral in an effort to create consistent visuals across the brand. It was a fun challenge to figure out how to best represent this kind of information while being aware of brand consistency, and working across different visual media.
