Idea collaboration and sketching
When it came time to start working on this year’s art direction, Rab US Country Manager Jon Frederick and artist John Fellows decided they wanted a design which continued themes from previous years while telling a unique story. John’s idea was to feature a raven as they hold a significant place in mountain culture. Below is a snapshot of how the idea evolved and John’s process of creating the print.
“What do you think of the attached initial design? Graphic, has movement, doesn’t use bright colors (which I prefer) and is similar in style but very different than the two previous years…. I wanted the raven to be the main focus and the wind be secondary. If I made the swirls too light, then then dominate the raven. I’m currently trying to think if I can somehow include a small mountain range somewhere in the design as well to at least have a “call out” to the location.” -Fellows
“The raven needs the context of the mountains, so it fits the ‘mountain culture’ element of the fest and does not have people guessing. Ideally the main raven would be smaller and there would be 2-3 smaller more abstract ravens added to the design along with a simple mountain element. ” -Frederick