Shawn Steward

Create A Colorful Classic

The design challenge was to expand the brand’s franchise product, provide new incentive to buy and increase sales in a high margin/high volume scenario. My solution was to engineer a unique collar and cuff design, and give the jacket a clear visual point of difference through color and shaping. To increase shelf appeal and keep your eye moving through the design, I explored asymmetrical color placements and extended the length of the body. Result? Top selling product of the line and a slew of imitations from the competition, one year later.