NOBULL
FLORAL SHOP
Creative Direction | Textile Design | Illustration | Print Design | Watercolor |
Through out my four years at NOBULL, I have been leading and building the graphic direction for all product - apparel, accessories, footwear and packaging. I have built out a team of two designers that I manage to continue to push and create the graphic direction that is unique to NOBULL. I pride myself and my design team on creating own-able art and building from research first.
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Floral Shop is internally called ‘NOBULL’s Prime Day’. With sales sky-rocketing year after year we always have big shoes to fill. We are our biggest competition, yet we continue to provide new graphics rooted in story-telling with new executions across new materials year after year.
Scroll below to see the micro process from some of my favorites.
Floral 23 | We wanted to go even deeper from a story telling moment. Built together with Yamie Shah, we focused on area’s that resonated with who we are at NOBULL. Our athletes are rooted in resilience…. and so is every plant and creature in Death Valley. With struggles and obstacles come the super bloom. We broke each design direction out into three ‘chapters’ to share the storyline.
Art Direction : Amanda Killam & Yamie Shah | Designers : Amanda Killam & Yamie Shah
Floral 24
Inspired by the hand creation process and mixing mediums. With the florals being more delicate in the painting process we wanted to add some grit so incorporating complimented movement with the addition of pastel and charcoal.
After painting and mixing media by hand we incorporated some digital aspects and started messing around with coloring - the color options ranged from bold and loud, to quiet and subdued. The final execution was paired with a mesh - leaning into the juxtaposition of sport & delicacy.
Floral 21+ 22| Our approach for Floral 21 & 22, was to lean into variety across flowers and graphic direction. Our content heavily fell into Jared so different flowers and execution were KEY.
Watercolor | Original & 2.0 Anniversary. In 2020 the original watercolor shoe went viral. The fluidity of color hinted to tie dye while not being overtly floral. We had to find a way to recelebrate it in a new way. A new watercolor style mixed with new treatments.
Butterfly | Floral 22 | We wanted to start the exploration outside of ‘florals’ and start bringing in the community that lives in the flowers - butterflies. Having a traditional, clean line almost tattoo-like would bring a level of timelessness NOBULL needed for the mix. The plan of attack for designing this one was research on different types of flowers would be bedded near one another and building a deconstructed bouquet.
The softness of the florals and the butterflies contrasted with the grit of training was a perfect combination for NOBULL. (Also took color well but looked killer one-color)
There are plenty more, these are just my favorite ones.