April '20

For the Business of Apparel Decorating

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1 4 P R I N T W E A R A P R I L 2 0 2 0 1 4 P R I N T W E A R A P R I L 2 0 2 0 SCREEN PRINTING From Software to Substrate Lo n Wi n t e r s Cowboy Up... pastel. There are some exceptions for styles requiring more attitude. For instance, our client targets a youthful market. It might be described as a western or country style with a board sports and street flare. Think bolder graphic and type solutions and few colors. We had nearly 40 designs that needed to be developed between men's and women's styles, so we had our work cut out for us. Our client had gone over each individual design with details and expectations. Nearly half the designs were type solutions with some secondary elements to fill out the compositions. So, we had font and type B eing from the West, we like to think all things country and western come from Colo- rado, and, yes, that includes both kinds of music. To this point, we have been blessed enough to work with a number of western brands that originated from the great Rocky Mountain West for many decades now. Brand and line development can be tricky, especially for creative ventures like music, but we have been doing it long enough that we have a method to the madness. It all starts with a meeting with the client and the designers where subject matter is broad stroked, and we get a look at what's trending according to the client. Design evolves like everything else. Font styles are always important to study as some type solutions may or may not work with certain art or design. Preparation is always key In this situation, the client typically gives us the direction on subject matter and style. Every Spring and Fall we develop, test, modify, sample, and run production on a significant line for both men's and women's styles. Two very different markets, but color really matters in both. Men's styles lean towards darker garments and tonal inks where women's are often more For this branding project, the client had nearly 40 designs for us to work with. (All images courtesy the author)

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