KENTUCKY FOR KENTUCKY
Retail Merchandise
Objective
Establish an ongoing creative partnership with Kentucky for Kentucky focused on developing bold, Kentucky-centric illustrated apparel that authentically represents the state’s culture, pride, and personality. In collaboration with Art Director Whit Hiler, the objective of this work is to create a diverse range of illustration-driven concepts—from Kentucky sports-inspired designs to cultural icons and native wildlife—that celebrate what it means to be a kick-ass Kentuckian while remaining true to the brand’s irreverent, grassroots spirit.
Scope of Work
Ongoing creative partnership with Kentucky for Kentucky
Concept development for Kentucky-centric illustrated apparel
Design themes ranging from Kentucky sports culture to regional heritage, folklore, and native wildlife
Illustration and graphic design for apparel and merchandise applications
Iterative refinement and revisions based on creative feedback
Delivery of production-ready artwork optimized for print and manufacturing
Art Direction: WHIT HILER
The process
Each design begins with collaborative concepting alongside Art Director Whit Hiler, aligning on theme, tone, and cultural references rooted in Kentucky identity. Concepts are developed through illustration-first exploration, allowing ideas to evolve organically while staying true to Kentucky for Kentucky’s bold, irreverent voice. Select directions are refined through focused feedback and iteration, then finalized as production-ready artwork optimized for apparel and merchandise.
Inspiration
The work draws inspiration from Kentucky’s deep-rooted culture and unapologetic pride—its sports traditions, local folklore, native wildlife, and the everyday character of the people who call it home. Each design pulls from the visual language of regional iconography and blends it with bold, expressive illustration to create apparel that feels authentic, irreverent, and proudly Kentucky. The goal is to celebrate the spirit of the state and capture what it truly means to be a kick-ass Kentuckian.
