Terracea
Project Overview
Client: Terracea
Industry: Outdoor Apparel
Timeline: 2018
Applications: Apparel Design, Brand Assets
Celebrating the Weekend Warrior
The collaboration with Terracea began when founder Eric sought unique artwork for his outdoor apparel brand, creating a perfect alignment of vision and values. Terracea specializes in providing weekend warriors with highly functional outerwear, understanding that their customers live at the intersection of city life and mountain adventure.
The challenge was to create visual storytelling that would resonate with this dual lifestyle – artwork that could capture both the urban energy and outdoor spirit that defines the Terracea customer. This project offered an opportunity to demonstrate how Iconoflage can express complex brand identities through intricate, meaningful design.
Where City Meets Summit
Exploring Two Worlds
The research process focused on understanding the unique perspective of weekend adventurers– those who balance professional city lives with their passion for outdoor adventure. The research documented the essential elements of both environments: from city architecture and urban commutes to mountain trails and outdoor gear.
This dual-focus approach ensured that every icon in the final piece would resonate with Terracea's target audience, creating authentic connections through shared experiences and aspirations.
Weaving the Story Together
The final designs merged urban and outdoor elements in seamless compositions that tell the story of modern adventure. City scenes blend naturally with mountain vistas, while everyday objects interact with outdoor gear in unexpected ways. This intentional integration reflects the reality of Terracea's customers, who don't see their urban and outdoor lives as separate, but as complementary parts of their identity.
Two distinct Iconoflage pieces were created, each using Terracea's logos as a foundation while exploring different aspects of this urban/outdoor narrative. The artwork was specifically designed to work across various apparel applications while maintaining visual impact at different scales.
Design that Travels
Primary Implementation
The artwork was initially implemented across a range of men's and women's apparel, including t-shirts and tank tops. The designs were carefully optimized for screen printing, ensuring clear reproduction of intricate details while maintaining visual impact on fabric.
Extended Applications
While originally created for apparel, the versatile nature of the artwork opens up numerous brand storytelling opportunities:
Retail environment graphics
Pop-up store installations
Trade show booth displays
Brand catalogs and lookbooks
Social media content
Limited edition packaging
Impact Through Authenticity
The Terracea Iconoflage project demonstrates how intricate visual storytelling can elevate apparel beyond mere decoration to become a meaningful expression of brand identity. By thoughtfully integrating urban and outdoor elements, the artwork creates authentic connections with customers who live this dual lifestyle.
While Terracea has since evolved their brand identity (including updating their logo), this project stands as a testament to the power of detailed visual narratives in capturing complex brand stories and customer experiences.
Bring Your Brand's Lifestyle to Life
Does your brand speak to a unique lifestyle or culture? Let's explore how Iconoflage can transform your brand's identity into engaging visual experiences that resonate with your community.