Heatwave is an eyewear and accessories brand rooted in motorsports, workwear, and independent grit. Known for its unapologetic voice and functional style, the brand speaks directly to a community that builds, rides, and lives life hands-on.
I was brought in to help elevate how Heatwave launches product, focusing on eyewear drops that deliver more impact through storytelling, cohesive pack-building, and merch strategy. My approach applied big-brand thinking to a fast-moving, independent label
Scope of Work:
Product merchandising strategy
Capsule concepting and storytelling
Visual identity refinement
Graphic direction for apparel and accessories
Artwork Production Schematics
HEATWAVE
The focus was on creating deeper narrative around key drops, building packs that felt more intentional, complete, and collectible. We tapped into Heatwave’s industrial DNA with bold iconography, utility typography, and tactical color palettes. Each collection was designed to work across product and platform, tying together eyewear, apparel, and brand expression with clarity and edge.
This was about bringing structure to chaos, without watering down the brand’s raw energy.
Design Direction
