Holistic Skateshop approached the project looking to create a merchandise collection that could capture the energy of the local skate scene while feeling welcoming, memorable, and deeply tied to the city of Reading itself.

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Because Holistic plays such a significant role within the local skateboarding community — from supporting skaters of all ages to helping drive the creation of a community skatepark — the project needed to feel like more than a standard merch drop. The goal was to create artwork that reflected both the personality of the shop and the people surrounding it.

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One of the biggest creative challenges was balancing multiple audiences within the skate community itself. The visuals needed to feel approachable enough for younger skaters and families while still resonating with longtime local skaters and the more rugged culture surrounding skateboarding.

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At the same time, the project intentionally avoided darker or overly aggressive visual tropes often associated with skate graphics. Instead, the focus centered on warmth, nostalgia, and community.

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The visual direction drew heavily from vintage postcard design, classic skate graphics, and tactile print textures to create something colorful, personable, and instantly recognizable.

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Early concepts explored integrating Reading’s famous Pagoda landmark through more elaborate illustration systems, including geometric dragon imagery and large-scale environmental compositions. While visually exciting, the project ultimately shifted toward a simpler and more grounded direction centered around illustrating the Holistic storefront itself.

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That pivot became a defining moment for the project. By focusing directly on the shop, the design transformed into a love letter to the local skate community and the physical place that so many people associated with skateboarding, friendships, and creativity.

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The final illustration used “Greetings From” postcard-inspired typography paired with vibrant storefront artwork and layered textures that helped the design feel nostalgic, screenprinted, and tactile. Multiple colorways were developed throughout the collection to ensure the graphics could resonate across different audiences while working seamlessly on various Comfort Colors apparel options.

The illustration suite was designed to function flexibly across t-shirts, postcards, stickers, and social graphics while maintaining a cohesive visual identity throughout every application.

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Because screenprinting was an important part of production, each design was intentionally developed using limited color palettes to keep printing accessible while still allowing the artwork to feel rich and dimensional.

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The merchandise system expanded beyond apparel into physical postcards inspired directly by the original concept references. These became especially meaningful touchpoints within the project, allowing the designs to function as both collectible objects and genuine expressions of appreciation for the local community.

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Collaboration played a major role throughout the process. Working closely with JD and the Holistic team helped refine small environmental details and visual references that made the final illustration feel authentic to the actual storefront and surrounding skate culture.

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The final collection was incredibly well received by both the skateboarding community and the broader Reading community surrounding the shop.

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The first run of shirts sold out quickly, leading to additional print runs, expanded colorways, and continued merchandise development shortly after launch. Seeing the designs worn around town became one of the most rewarding parts of the project, reinforcing how deeply connected the artwork felt to the local culture and people it was designed for.

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One of the strongest aspects of the project was the flexibility created through the various colorways and secondary applications. The system allowed the merchandise to appeal across different audiences while still maintaining a consistent and recognizable visual identity tied to Holistic itself.