HOMEFIELD x UNCC
Homefield Apparel
Art Director + Photographer
In August 2025, Homefield Apparel launched a line of merchandise in collaboration with UNC Charlotte. The brand utilized retired logos from the university, refreshing them with clean, street-style designs. It was our role to create a promotional campaign to showcase these new looks to students, faculty, alumni, and the greater Charlotte community. In our approach, we focused on the youthful street-style of the apparel, choosing models that represented the diverse campus and styling the apparel to reflect Charlotte's urban, quirky, and creative culture.
The results of the campaign were displayed on campus the week classes started to catch returning and new students' attention. The campaign was also shared across social media and campus websites to reach our larger target audiences.
Details in editing, posing, and art direction played further into the launch’s identity, intertwining the culture of Homefield with the culture of UNC Charlotte. The visuals showcased real students in real campus locations. This choice connected the student body to the campaign by making them feel seen and represented.
The launch was so successful that the campus bookstore ran out of Homefield stock multiple times over the few months that campaign launched, a testament to the pride students, alumni, and faculty members felt in being a part of the greater movement to represent the culture of our community.
