A few playful labels for the Sam&Libby Sport Collection
Sam&Libby
GRAPHICS AND FASHION
Creative Director at Sam&Libby
In fashion, graphic design extends beyond products, serving as a powerful tool for brand identity. Through tags, labels, and in-store visuals, a consistent tone of voice—regardless of graphic style—builds recognition and strengthens customer recall.
As the Creative Director, I had the opportunity to shape the brand identity for Sam and Libby, a company that valued real life and real people. They designed products “for those who had other things to spend their money on.” This approach quickly propelled the company to a $100 million valuation and a successful IPO.
Creative Direction: Kevin McPhee
Part of the vintage baseball Sam&Libby Sport Collection
With the invention of digital printing on canvas and vegan leather, this Sam&Libby Sport Collection used vintage imagery and bold typography which re-defined the term “kicks”.
Denim and clothing have a myriad of brand-promoting opportunities, from the stitching on the back pockets (or absence of them) to the pocket flashers, button tags, neckband printing, hang tags, buttons, buttonhole stitching, back leather patch, and even laser-bleached logos on the waistband.
The in-store programs were developed to feature different trends and show how to seamlessly integrate footwear into a cohesive fashion statement with tabletop top displays with graphics to large hanging graphics. These positioned Samm&Libby as fashion experts.
