uilding on the recent hype behind his brand UGLY, Brandon Carlton sought to seize the momentum. He teamed up with the iconic athletics brand Champion to deliver one of the cleanest hoodies of 2019.

To get the job done, he came to LOUD.

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APPROACH

The idea was to take the logo and slogan of UGLY, and elevate the sentiment to new heights. He wanted a garment that spoke to the importance of loving yourself. As the quote in his promotional images conveys, “You have to love yourself, before you can love others.”

Additionally, he wanted a hat that celebrated his hometown with his own colorful spin.

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WORK

// CONTRACT PRINTING //

To breathe life into these ideas, we stuck with a text based design that utilized bright colors contrasted by the dark garment. Using multiple layers of color, we made the logo pop.  Then, we gave the hoodie a cohesive look by encircling the logo in the slogan. 

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// EMBROIDERY //

For the front of the hat, we placed a red UGLY text in front of a colored Atlanta skyline. The back was accented with an arched yellow slogan written cleanly in a simple sans serif font.   

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RESULTS

The final product was as clean and colorful as Brandon himself. Fashion fans lined up for a chance to sport the symmetric blend of text and color. Brandon sold out of all items making it abundantly clear that UGLY was something special.