Garfield Varsity

The sarcastic, nap-loving cat, is reimagined as a sports star in the Garfield Varsity collection. Like many of the projects that I worked on at Paramount, the brief asked for the development of a guide based on a trend, in this case for Spring/Summer 2024. We utilized both macrotrends and microtrends to have an overarching understanding of the consumer and a more detailed view of specific trends. Part of aligning an IP with a trend is finding a connection that relates to the core of the IP's story. I chose the growing collegiate prep trend for this Garfield guide due to the innate irony of casting Garfield as a sports icon. The irony of portraying Garfield as an athletic icon contrasts humorously with his lazy nature while the design maintains the prestige and austerness of a respected university. The editorial copy mirrors Garfield's self-aware personality and correlates with the tone of the original comics. The initial ask for this guide was about half of the assets I delivered, which in turn led to a robust guide that was split into two seasonal drops, Fall/Winter and Spring/Summer. The graphics from this guide have been used internationally at a variety of retailers and continues to be released via the Paramount Shop.

ARTWORK DEVELOPMENT • PRODUCT MERCHANDISING • DTC COLLECTION (PARAMOUNT.COM) • EDITORIAL

Spring Collection

Fall Collection

In the Marketplace

After the release of this collection, a variety of licenses created merchandise utilizing the assets I created. Some of the assets have been modified or altered in ways, however the artwork you see below originated from this Garfield Varsity collection.

RETAILERS: AMAZON, WALMART, ZARA, H&M, TARGET, NORDSTROM, ETC...