Tayef Farrar

Digital Art Direction & Lead Design | Designed at PVH Corp. | 2021

IZOD is an active, outdoors brand that is typically shot on location. This season challenged us since we needed to reevaluate the creative direction due to the pandemic and not being able to shoot on location. The spring/summer collection provided a wide array of colors and patterns that brought the visual direction to life. Color blocking and bold typography were big design elements. We also had some fun with the product laydowns that were used in tighter crops or in combination with on-body product photography. Considering the circumstances and shift in strategy, this was a moment where creative problem solving as a team delivered some great ideas without compromising the brand voice.