Personalization with Coach’s Art of Signature Campaign ‘19

“Whether you’ve been a fan of Coach’s logo pattern since the early 2000s or are just getting acquainted, the Art of Signature collection celebrates its logo print with a limited selection of handbags in the pattern. And for that modern update, Coach has tapped up-and-coming artists from around the world to create original artwork, which is featured on the bags. According to a press release from the brand, Coach carefully selected these artists for the “playful, optimistic attitude” shown in their work.”
–Dale Arden Chong, The Zoe Report

Art of Signature

Coach reached out to me in early 2019 to collaborate on their Summer campaign for Art of Signature. Updating the classic design of the Coach bags, I was asked to create designs based on the feeling of summer using their seasonal color palette. The colors were beautiful hues of raspberry pinks, tomato reds, soft blues, and warm neutrals. The design I came up with was based on my style of full, vibrant and saturated flower-y shapes. The style was graphic and updated enough to work so well on the classic Coach pattern.

The execution of the works was used across physical objects and digital media. Existing on wheat-pasted ads in SoHo N.Y., store window decals in places like San Francisco, Giphy, water bottle labels and interactive digital works. The main beloved product of this collaboration is the Charlie Carryall in Signature Canvas. It was so surreal to see such an iconic brand toting my design on their timeless bag.

One day in July, I was invited to hand-paint product at the activation pop-up at Hudson Yards in New York. Customers would purchase an item and request for the designs I had made to be painted on them. It made the experience so special, and I had never done anything like that. I’m excited to say I will be back painting with Coach at their store in 2020.

The cherry on top to this experience was that my family members and myself have the bag, and it’s such a unique to show what I do for work, and how far I’ve come. I’m so proud and this will stay as one of my favorite projects of all time. ※

Visit the Coach Campaign Site →