I worked with Southern Marsh on finding gaps in their graphic offerings.

CAMO _ With camo being an evergreen for them I wanted to reinvent what a camo could look like for them. Being inspired by the water ripples and a traditional camo - I created a very textural two color camo for them. Still having a traditional camo feel, but with some freshness and ownability for them.

GRAPHIC TEE _ Looking at what was trending in the market, while staying true to their customer I found an opportunity for a ‘fake business’ graphic approach. With fishing and tackle stores being part of their consumer’s lifestyle it was a no-brainer to illustrate what a ‘Southern Marsh’ tackle store would look like.

SWIM _ Wanting to still stay southern class and avoiding the surf culture I designed this watercolor inspired ditsy floral. Keeping the scale smaller and tighter helped keep it rooted in their southern identity.