Elwood Clothing

Designing trend-defining apparel graphics, leading a company-wide rebrand and creating seasonal campaigns across 100+ stores and stockists.

A a designer and art director at Elwood Clothing I worked across a wide range of design requirements and disciplines, playing a key role in defining the the brand positioning and aesthetic during a time when the company was experiencing an unprecedented period of growth.

Identity design

A relaunch of the Elwood jeanswear offering required a new identity that better represented the heritage-inspired direction and positioning as the 'Australian Independent Jeans Maker'. Working directly with the heads of department I created a modern take on a classic, heritage denim brand, incorporating themes and inspiration from music, motorcycle culture and teenage rebellion. Deliverables included primary logo design, development of secondary 'brand icons', creation of brand values and accompanying short-run hardback brand values book, in-store imagery, point of sale and all associated garment labelling such as leather patches, pocket arcuate, swing tags and denim metalwork.

Once launched, this denim-centric ethos was adopted by the wider company. I led this company-wide transition, including the updating of all corporate branding requirements, apparel branding and labelling, retail stores, and e-commerce website.


As part of the transition to an updated brand identity, the company website was also entirely redesigned and for the first time included a full-featured e-commerce solution. Working with external development team, I designed all front-end aspects of the new site, including the shop and checkout process, loyalty/membership area and associated email campaigns.