WILDLANDS

Client:

Wildlands is an apparel brand that takes you to a place where you can be wild & free.

Key skills

Ads · Apparel · Art direction · Branding · Graphic design · Illustrator · Logo · Merchandise · Marketing · Photoshop · Print · Social media design

Project details:

What’s freedom without adventure? What’s happiness without the journey? These questions sparked an idea, and I knew I didn’t want to explore them alone. I teamed up with my brother to create Wildlands, a brand born from our shared desire to express freedom, curiosity, and the thrill of following your own path. Wildlands is more than a destination: it’s a mindset. It invites you to follow your heart as a compass and rediscover the untamed land within all of us.

I started with the logo. I wanted it to feel bold and a little wild. I embedded orienting arrows into the letterforms to reinforce the idea that Wildlands leads you somewhere ... somewhere real, raw, and deeply personal. I designed three logo variations: horizontal, stacked, and a monogram for flexibility across applications.

For our first t-shirt, I photographed a moment in Joshua Tree and transformed it into a surreal composition that evokes the freedom of being strange and uninhibited. I designed the front and back of the tee using the logo in multiple forms, cropping the artwork in an arc to visually pull you into the story. I also designed a bucket hat to complement the Wildlands aesthetic: effortless, expressive, and ready for adventure. For the joggers, I featured the horizontal logo across the front, while letting the orienting arrow stand on its own near the ankle.

To deepen the world of Wildlands, I created a poster series exploring the concept of strangeness and connection to nature. In one poster, I blew up the monogram to create graphic tension, placing the arrow front and center, pointing upward as if to say, “Take a ride with the UFO.” Another poster continues the same theme, celebrating the weird and the wild in all of us.

Co-created and branded a lifestyle concept exploring freedom, intuition, and self-discovery
Designed a custom logo system featuring directional cues to align with the brand’s ethos
Art directed and produced photography and apparel designs, including t-shirts, joggers, and accessories
Created a poster series using bold graphic design and surreal visual storytelling
Integrated design thinking and artistic exploration to build a brand that feels both aspirational and grounded