Free to Roam was created as an alternative/skate clothing brand, built around the themes of freedom, individuality, and counterculture style. The project focused on developing a versatile brand identity, including multiple logo variations, a defined colour palette, typefaces, and the design of the first self-branded clothing line featuring T-shirts, hoodies, and jumpers.
I worked solo on the entire project, handling everything from concept development and brand strategy to designing apparel graphics and preparing artwork for production. This allowed for full creative freedom and consistency across all visual elements.
The branding and apparel designs were created using Adobe Illustrator, Photoshop, and Figma. I used Adobe Fonts and FontBase for type exploration and refinement. Apparel mockups were produced to visualise the collection and test designs across various garment styles.
One key challenge was balancing bold, expressive design with real-world print constraints. I needed to ensure that detailed graphics and textured elements would translate cleanly across various fabrics and print methods, without losing their edge or character. This led to several rounds of test prints and material research to refine colour choices and ink compatibility ensuring the brand’s aesthetic held up from screen to streetwear.
The project resulted in a fully-formed visual identity and a launch-ready apparel line that captured the rebellious, unfiltered spirit of the brand. It laid the groundwork for future drops, collaborations, and social storytelling. Beyond just merch, Free to Roam became a statement a wearable manifesto for those who live outside the lines.