Archive really understood and respected their consumer, and wanted to be sure the visuals did not distract from, but rather enhanced their shopping experience. We’ve had the pleasure of working on a series of illustrations for the TFG Group. Specifically the sneaker retailer Archive. We were honoured to be bestowed the privilege of working alongside Archive on such a national scale. The illustrations would be exhibited across each of their 14 branches across the country. For an underground culture studio such as ours, this was an opportunity not to be scoffed at.
Archive’s goal was to create a series of illustrations in such a way that it captured the overall narrative of South African sneaker culture in a manner that was organic and easily understood. Which meant that we would be placing concept at the very top of our hierarchy when sitting down to create the universe wherein these illustrations lived. It’s important to understand that the team representing Archive really understood and respected their consumer, and wanted to be sure the visuals did not distract from, but rather enhanced their shopping experience at the store.
Our objective was to simplify the visual so that if anyone so much as glances in the direction of the exhibition while copping some serious heat at Archive they would resonate without the viewer requiring an in-depth explanation. This is the result of that collaboration.