Coach NYC

Role: Freelance Creative

I had the pleasure of being approached by Coach NYC (Tapestry, Inc.) and hired as a freelance creative to design an illustrated rock-n-roll pig character and matching hand-lettered graphics. My role encompassed concept sketching, illustration, and final artwork that would be adapted across a capsule of Coach lifestyle goods.

Coach has a deep heritage in luxury leather goods, but for this Lunar New Year project, they were seeking a playful, surreal, and nostalgic take for the Year of the Pig. They provided the keywords Americana and Rock 'n' Roll, and directed me to create a graphic that had a fresh, cute and irreverent pig that embodied rock-n-roll charm, swagger, and a little attitude.

Project goals included:

• Creating a signature character — the rock-n-roll pig — that could serve as a quirky icon.

• Making the motif versatile enough to work across products: totes, pouches, scarves, sweaters, keychains, and more.

• Maintaining Coach’s high design and production standards while pushing the visual identity into a more whimsical, pop-culture–inflected territory.

The project challenge centered on translating a hand-drawn, illustrative concept into a scalable graphic system that felt cohesive across very different product formats. The design needed to be both true to the Coach brand identity and fun, fresh, youthful, and unexpected. The final design successfully delivered on all requests and was featured on a full range of products includes scarves, bags, sweaters, and keychains.

Unlock Lucky. Coach.