Twitch + Allison Colab Space in DICK’S House of Sport
This is an example of carrying an entire project from ideation to execution, and with very little guidance. We were provided with only a few design assets, so I developed new elements predicated upon the product and lifestyle images we received.
Part of the project ask was to incorporate iridescent materials. I added a mood board to the first round presentation deck to garner client feedback for use in art direction.
I checked with our Project Managers, Product Developers, and Engineers to ensure we could get the correct materials in time and within budget. This film would be attached to a rigid substrate, and in turn used to clad walls and existing retail fixtures. I developed pattern artwork that could be directed printed to the surface of these pieces to add interest.
Not only was I charged with creating the traditional flat graphic design and finding ways to apply that to store fixtures in a compelling way—I also had to 3D model those fixtures, the graphic cladding, the products, and the store environments for use in visualization.
I created Colab area models for two different store locations to demonstrate how the designs could be applied to distinctly different spaces. I iterated on concepts, going through half a dozen rounds before ironing out the final look.
Getting the materials and lighting correct in the 3D models took a bit of doing, and necessitated understanding engineering drawings, where electrical drops were, and adding lights in the model (that I hid in the output renders while still lighting the space as accurately as possible).
I also found a way to incorporate interactivity to the space. After some back and forth, including discussions about a DDR-esque game play, we landed on placing a selfie stand in the space in front of the monitor so people could film themselves using Twitch and Allison’s dance moves in front of a video backdrop.
But laying out the graphics and creating the pretty renders was not the end of it. I then visited out Prepress and color people with some Project Managers to test out material, printing, and how the panels would appear when lit.
Print-ready mechanical files also had to be created—and with the specificity that placement and fit demanded. I undertook that as well, which also meant creating elevations.
I then used those elevation drawings as guides for the installers, making sure to include parts names in the printing to avoid confusion.
I also created a “spec deck,” replete with isolated shots of the different design elements that had to be print or built, along with sizes and proposed material suggestions.
And don’t forget—there was more than one store location involved. Every step I just described had to be repeated.
Finally, this initiative is a great reminder of why I repeatedly asked my employer to send a professional photographer to document our installs. Having a contractor snap photos with their smart phone is a poor substitute.
All in, this project took me a month to complete. Ideating, mood boards, designing, 3D modeling, creating elevation drawings, providing details spec information, prototyping, interfacing with other departments on materials/budget/timing, creating mechanicals, and providing installation guides was a chore.
I’m proud of what I accomplished, and the program was very well received.
