Matty Matheson Merchandise. Creative Direction.
Creative direction and design for celebrity chef, Matty Matheson’s, merchandise range. I worked directly with Matty and his team to develop merchandise and marketing assets for his personal merchandise through an agency partner. When I began working with Matty’s team the merchandise range and marketing assets were not performing to standards. Through sourcing new designers, artists, and developing a new direction for the marketing assets the range set new daily, weekly, and monthly records while simultaneously honing a direction and strategy that resonated with his fans and Matty himself.
Marketing Assets.
Along with providing creative direction for the design of Matty’s merch program I developed a new creative strategy for how the items showed up on social. Matty has a huge and loyal following and an authentic yet resonating approach was required. To align with Matty’s irreverent personality I utilized green screen images of Matty in the apparel combined with intentionally lo-fi imagery to create an irreverent and humorous aesthetic that resonated with his following and increased sell through on dot-com.
The Merchandise.
Matty wanted all designs to create a window into his world featuring aesthetics in line with his own as well as artists he is a fan of or can execute a style he is fond of. The result was a sampling of guest artists and “meme” inspired graphics that aligned with Matty’s online persona.
World Peace set
World Peace Jersey
"Fresh Cracked Pepp"
Fresh Cracked Pepp Detail
"transmission" designed by Alexis Ross.
