Garfield Varsity

The sarcastic, nap-loving cat, is reimagined as a sports star in the Garfield Varsity collection. Like many of the projects that I worked on at Paramount, the brief asked for the development of a guide based on a trend, in this case for Spring/Summer 2024. We utilized both macrotrends and microtrends to have an overarching understanding of the consumer and a more detailed view of specific trends. Part of aligning an IP with a trend is finding a connection that relates to the core of the IP's story. I chose the growing collegiate prep trend for this Garfield guide due to the innate irony of casting Garfield as a sports icon. The irony of portraying Garfield as an athletic icon contrasts humorously with his lazy nature while the design maintains the prestige and austerness of a respected university. The editorial copy mirrors Garfield's self-aware personality and correlates with the tone of the original comics. The initial ask for this guide was about half of the assets I delivered, which in turn led to a robust guide that was split into two seasonal drops, Fall/Winter and Spring/Summer. The graphics from this guide have been used internationally at a variety of retailers and continues to be released via the Paramount Shop.

ARTWORK DEVELOPMENT • PRODUCT MERCHANDISING • DTC COLLECTION (PARAMOUNTSHOP.COM) • EDITORIAL

Compositions

Patches

GAR_FALL_COMP_001_TRANSPARENT-01
tag_002
GAR_BADGE_004

Iconography & Badges

GAR_FALL_PATCH_008-03
GAR_FALL_PATCH_009
GAR_FALL_PATCH_005
GAR_FALL_ICON_004
GAR_FALL_BADGE_009-02
GAR_FALL_BADGE_007
GAR_FALL_ICON_001-01
GAR_BADGE_STAR_G
GAR_FALL_BADGE_009
GAR_BADGE_010
GAR_SPRING_BADGE_001
GAR_FALL_BADGE_003

Patterns

GAR_FALL_PATTERN_002-02
GAR_FALL_PATTERN_002-01

Product (Spring Drop & Fall Drop)

womens-cropped-sweatshirt_02
womens-cropped-sweatshirt
unisex-garment-dyed-heavyweight-t-shirt-bay-front-66c44ec64ebf9
unisex-garment-dyed-heavyweight-t-shirt-bay-back-66c44ec64cd74
mens-long-sleeve-shirt-white-front-66c3f7f30f4e0
mens-long-sleeve-shirt-white-back-66c3f7f310764
unisex-crew-neck-sweatshirt-white-front-66c451b96d94a
unisex-crew-neck-sweatshirt-white-back-66c451b97859c
unisex-crew-neck-sweatshirt-light-pink-front-66c3fa91411df
unisex-crew-neck-sweatshirt-light-pink-back-66c3fa915a7bc
unisex-crew-neck-sweatshirt-light-blue-back-66c4507664af4
unisex-crew-neck-sweatshirt-light-blue-front-66da559d4044f
unisex-garment-dyed-heavyweight-t-shirt-white-front-66c44fc5de643
unisex-garment-dyed-heavyweight-t-shirt-white-front-66c44f5670f52
unisex-garment-dyed-heavyweight-t-shirt-ivory-front-66c44f5660b3a
MM_Apparel_AP-EAP-15
T-Shirt Mockup AP-E-01

HOODIES & SWEATSHIRTS

• FALL DROP / GARFIELD VARSITY •

T-SHIRTS & LONGSLEEVES

• FALL DROP / GARFIED VARSITY •

N Hat Mockup_GARFIELD_V2

COLLECTION IN THE MARKETPLACE

After the release of this collection, a variety of licenses created merchandise utilizing the assets I created. Some of the assets have been modified or altered in ways, however the artwork you see below originated from this Garfield Varsity collection.

RETAILERS: AMAZON, WALMART, ZARA, H&M, TARGET, NORDSTROM, ETC...

a5ca99ff95ce079bcc8592146a1b77ee4fbfbcc0
THECLOTHINGFACTORY-09-02-248722_329f73b8-5e38-45f9-b417-4105786dc3a1_1300x
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1_org_zoom (1) copy
1_org_zoom copy
SS_Garfield_0289
pillow-mockup-on-a-fabric-sofa-23554_3
THECLOTHINGFACTORY-09-02-248691_1b87c134-9784-4c38-990d-a208bae3bfb3_1300x
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golden-hour-WASHED-CHARCOAL-GREY-Garfield-Athletic-Department-Wreath-Graphic-T-shirt
golden-hour-WASHED-CHARCOAL-GREY-Garfield-Athletic-Department-Wreath-Graphic-T-shirt
THECLOTHINGFACTORY-09-02-248714_0fc2bfd1-a5be-4764-a42c-6fb61c72da54_1300x
golden-hour-WASHED-CHARCOAL-GREY-Garfield-Athletic-Department-Wreath-Graphic-T-shirt
GUEST_ae0f08bf-be58-44a3-9016-c23491963517
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SS_Garfield_0230
02496698802-e8
1014353450_2_4_1 (1)