Finding Pause: SS23

FINDING PAUSE: SS23

Art Direction, Brand Identity, Graphic Design

Credits:
Studio Photography: Rebecca Benoit; Lifestyle Photography: Brit Gill, Design Collaborators: Ryan Boechler

Step into Goodland’s Spring/Summer 23 campaign, where we explored the essence of routes, wayfinding, and replenishment. Spring's embrace beckoned us to witness nature's renewal, as flora sought light or anchored itself in the soil. Using Goodland's colour palette, I personally crafted hand-painted and halftone graphics that adorned merchandise, social platforms, and websites, infusing them with the spirit of our seasonal theme.

Beyond the graphics, I assumed the roles of Art Director and Stylist for the studio photoshoot, weaving the essence of both the seasonal theme and gardening into each frame. Join me in rediscovering this creative odyssey, where the intertwining paths of Routes/Roots left an indelible mark on Goodland's Spring/Summer 23 collection.

Immersed in the SS23 Campaign's exploration of routes, wayfinding, and replenishment, our SS23 collection beautifully encapsulates nature's paths of renewal and growth. By teaming up with a trusted partner in Portugal, we curated three standout pieces: the Path to Pause Tee, Sweatshorts, and Crew. Crafted from 100% organic cotton, each garment makes a kinder impact on the planet, featuring the season's graphics that echo the theme. The carefully directed and styled photoshoot effortlessly captures the essence of our journey, seamlessly fusing nature's pathways with the timeless activity of gardening.