I had the opportunity to create a look-book for RIP-IT, a women’s softball gear company whose mission has been to improve the athletic experience through high performance and innovative softball gear. They needed to communicate the energy, attitude and excitement around their new line of products.
RIP-IT makes performance softball gear for younger athletes. They came to us looking for a fresh angle to showcase their product in a new lookbook. As the senior art director, my team’s task was to reimagine it with an unexpected edge. We drew from the brand’s bold voice and competitive spirit, leaning into a darker, more dramatic style with desaturated photography, high-contrast layouts, and confident typography.
The result elevated the brand’s perception, supported a spike in direct-to-consumer sales, and reinforced RIP-IT’s performance-first positioning.