Impressions - June/July 2019 - 35

Artwork is the first thing people see on a T-shirt, and it's a
motivational factor for wearing it in a social setting. Photos
provided by G Que BBQ.

companies, even if they have completely different audiences. I
know resortwear companies that offer unlimited, free artwork
to gain a competitive advantage, but this "shotgun approach"
somewhat diminishes intentional design and fosters the "I'lllike-it-when-I-see-it" mentality.
When your customers pay for artwork, you can make them
understand design value, regardless of whether you're using template designs or producing custom art. Maybe original artwork
wouldn't be ideal for an order for a 20-person family reunion,
but the focus is retail appeal.

designs as unique and visually pleasing as possible.
1. Be Intentional: Take time to better understand your client.
What is their age, sex, race, style, etc? Major retail brands spend
millions of dollars on research, development and market analysis to ensure their colors, designs and styling are on trend.You
likely only need to do this once for faithful clients, then use it as
a foundation for future design work.
2. Ideation/Mood Boards: This is one of the most overlooked
parts of custom-design creation. It only takes a few minutes but
sets the stage for a design that resonates. Don't just rely on your
designer's style because what he thinks is "cool" may not be what
your customers prefer.
Pictures are worth a thousand words. People sometimes know
what they like or don't like visually, but it doesn't always translate
well when they try to describe it in words. Use Pinterest or the
website designspiration.net to create a board for your clients so
they can participate in the ideation process. For some of my bigger
customers, I do a specifically curated, bi-yearly trend report that
features market research so they easily can communicate what
resonates with their brand goals.
3. Sketching and Concepts: It's easier to develop designs
in sketches and concepts instead of going directly to the digital
stage. Not all designers can draw with a pencil or pen, but if you
work with one who can, don't skip this stage. Not only does it
save time in the long run, but it also provides ample buildup to
the final product. Manipulating a sketch, or offering multiple
sketches with different looks, helps narrow the focus to hone in
on the correct design for your client.
4. Design and Presentation: This stage is where the real magic
happens.When you digitize the design, don't only do a mockup
on the requested T-shirt. Go above and beyond by placing it on
other garments and trending products. Show customers how
to create a cohesive product mix beyond the core item. Show
a variety of colors and styles to make the wheels start turning.
Rush jobs; sports and booster clubs; small, one-time events; and
indifferent clients are ideal for free artwork. Design-it-yourself
programs have benefited shops lacking artwork resources and
distributors with small teams or no design department. This
truly lowers the barrier to entry for many brands and companies.
Yes, creating original artwork and charging money for it takes
more time, but the goal is to help your customers be unique
without being stuck with inventory, which eliminates the chance
for re-orders. People want a product that speaks to their lifestyle,
but also is visually pleasing.
The thrift store has become a proverbial graveyard for bad
T-shirts and designs. Everyone is more motivated to bring the
best when money is on the line.The focus should be on adding
value. Take inspiration from big retail brands that use original,
custom artwork to increase retail appeal and share their creativity
with their audiences.This approach will help your bottom line
in word-of-mouth referrals, re-orders and customer loyalty. 
Jeremy Picker is the creative director and CEO at AMB3R Creative, a Colorado-based apparel design firm. He has more than 20 years of experience in the
fashion industry and brings a depth of knowledge in custom design, screen

The Custom Process

printing, embroidery, appliqué, finishing, and promotional products. Jeremy

Most shops don't have large, in-house art teams, but the following
custom-artwork process can help with core clients to make their

major label brands. For more information or to comment on this article, email

has helped numerous brands launch and grow, and managed merchandise for
Jeremy at jeremy@amb3r.com.
JUNE/JULY 2019

P.35

http://www.designspiration.net

Impressions - June/July 2019

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