I created this apparel focused graphic concept for The Glendale Lake Fishing Club, a Pennsylvania based outdoors brand built around traditional fishing culture and vintage sporting aesthetics.

The goal of the piece was to create something that feels timeless and wearable, drawing inspiration from classic tackle packaging, old campground signage, and heritage outdoor apparel. 

From the beginning, the design was approached less like a corporate logo and more like a large format merchandise graphic intended for shirts, hoodies, patches, and printed apparel. The composition combines vintage inspired typography with detailed illustrated elements, centered around a hand drawn fish illustration integrated directly into the layout. The fishing rod details and layered type structure help give the piece movement while reinforcing the outdoor theme without overcomplicating the design.

A major focus throughout the process was creating artwork that would translate cleanly to real world production. The line work, spacing, and limited color palette were all developed with screen printing and embroidery in mind, allowing the design to remain bold, readable, and durable across different garment types and print methods.

The overall identity leans into a traditional Americana feel while still maintaining a clean and modern structure. Rather than chasing trends, the goal was to create something that feels established and authentic, the kind of apparel graphic that could exist comfortably on signage, apparel, decals, or merchandise for years without feeling dated.

Projects like this are always about creating more than just a graphic. The intent is to build apparel artwork that carries a sense of place and personality while still functioning practically in production and everyday wear.