NEVER FOLD
Influencer Merchandise Line
FOR: Jeremy Jones (Never Fold)
BY: Cooper Ferrario (freelance)
MY ROLE: Art Director, Designer
PHOTOGRAPHY:
PLACEMENT: SOCIAL MEDIA, NEVERFOLD.SHOP
@IAMJJONES WEARING NEVER FOLD TAN HOODIE WITH SLEEVE LOGO
DESIGNED BY COOPER FERRARIO
Stay Hungry. Never Fold.
I’ve worked with Jeremy Jones, founder of Never Fold, since 2012. He approached me at the beginning of 2018 with the idea of launching a clothing label based on tattoo over his heart.
The logo design was inspired by the location of that tattoo, as well as the connection to “folding” your cards in a game of poker.
Other marks were developed to support these designs, leading to a full style by mid 2018.
The first t-shirts were very simple, with the word mark across the chest. They sold instantly, which brought on a long sleeve version, a few graphic variations, wrist bands and more.
EXTENDED SLEEVE LOGO HOODIE | SCREENPRINT & EMBROIDERY | BLACK & TAN
“MAYHEM DIVISON” HOODIE | EMBROIDERY & WOVEN PATCH | TAN
NEVER FOLD SERIES 2 T-SHIRT | SCREEN PRINT | WHITE
BE BOLD SERIES T-SHIRT & GYM SHORTS | SCREEN PRINT | WHITE & CAROLINA BLUE
Ultimately…
Nearly two years later (June 2020) and samples for the fifth official collection for Never Fold are in production. The brand has evolved, the style has refined, but the spirit is still the same: don’t quit, especially when it is hard.
TYPOGRAPHIC HYPE FILM — RICE-ECCLES STADIUM
AMBITIOUS WOMEN’S BINGO ACTIVATION — WALL STREET JOURNAL
WE ARE WARRIORS SEASON CAMPAIGN — UTAH GYMNASTICS
INFLUENCER MERCHANDISE LINE — NEVER FOLD
RE-LAUNCH CAMPAIGN PITCH — HIBALL ENERGY
BILLBOARD TRUCK DESIGN — UTAH FOOTBALL
SCHOOL NEWSPAPER REBRAND — DAILY UTAH CHRONICLE
POSTER SERIES CAMPAIGN — SONO SUSHI EXPRESS
PSA FILM — HOW WE DIE ORGANIZATION
UMOJI STICKER KEYBOARD — UNIVERSITY OF UTAH