CASE STUDY #3: pearl izumi
Category: Triathlon, Cycling, Run
Deliverables: Apparel Graphics, Custom Illustrations, Bespoke Seamless Patterns, Marketing Materials
My Role: Senior Designer, Illustrator & Production Handoff
Objective: Design a graffiti-inspired cycling jersey to get Pearl Izumi into Paragon Sports (one of New York's most iconic athletic apparel storefronts) that resonates with both native New Yorkers and visiting tourists. The goal was to translate the raw, energetic spirit of NYC street art into a wearable design that balances bold urban expression with cycling performance aesthetics.
Timeline: 3-days for initial concept
Design Process
Graffiti textures posed challenges with file size, spot-coloring, and layered objects needed for an authentic street art look. After research, I invested in Astute Graphics plug-ins for Illustrator, using the Opacity Brush to recreate a grainy spray-paint effect. This required working at full production size and building each jersey panel in separate files before merging into the final production art.
To help minimize file size and maintain consistent graffiti textures, I converted the background graffiti pattern into a symbol for both the jersey & bibs.
Paragon wasn't originally going to order bibs but added these SKUs (for both men & women) based on their love of the jersey design.
FINAL DESIGNS
IMPACT
The graffiti kit became Paragon’s top-selling product and the only custom jersey and bib they stocked year-round, paving the way for Pearl Izumi to secure additional in-line business alongside custom orders. Impressed with my ability to translate his bold ideas into fully realized designs, their buyer requested me as the exclusive designer for five consecutive years of custom releases. During this partnership, I generated six-figure profits in custom orders for Pearl Izumi.
THERE'S MORE
ALL DESIGNS ARE BUILT from scratch
From seamless patterns and custom typography to brand assets and illustrations. My ability to draw enables me to craft unique wordmarks, detailed landscapes, and playful icons that emotionally resonate with both clients and consumers. Turning their stories and passions into designs that are functional, beautiful, emotionally resonant and make them money.
I was the sole creative behind each project.
