Brand Design & E-Commerce Launch
X-Large, Inc. / 1990s
GOAL: Define a unique visual style for a new streetwear brand, support retail sales through standout product design and marketing assets, and expand access and visibility by launching the brand’s first e-commerce site.
Challenges
Translating street-level cultural energy into scalable design assets
Maintaining brand authenticity across both print and digital
Building a web platform from scratch in the early days of online retail
Approach
Created t-shirt graphics, stickers, print ads, and line sheets to unify the brand’s aesthetic
Developed marketing assets for retail and trade to support sell-in and sell-through
Took initiative to design, build, and launch x-large.com as a functional online store
Ensured visual consistency and usability across the site and branded content
Worked closely with internal teams to align creative with product drops and sales cycles
Outcomes
Helped establish X-Large as a foundational name in U.S. streetwear culture
Contributed to the visual identity that continues to influence the brand globally
Promo items and graphics became collector staples within the streetwear community
Successfully launched the brand’s first e-commerce platform, extending global reach and sales
Illustration by Miles Ludvisgen