Goodguys Rod & Custom Association, a renowned name in the classic car and hot rod community, sought fresh and dynamic merchandise designs that would resonate with their audience of automotive enthusiasts. Since 2021, I have been designing for Goodguys on an ongoing basis, designing t-shirts, stickers, and other accessories that capture the essence of American hot rod culture while maintaining the brand’s legacy. The goal has been to create artwork that is both modern and nostalgic, appealing to a wide demographic of classic car lovers, from seasoned builders to younger fans discovering the scene for the first time.
To develop compelling designs, I focused on bold typography, vintage-inspired illustrations, and a color palette that reflected the Americana aesthetic. Each piece was designed with a specific audience in mind: classic muscle car lovers, custom hot rod builders, and even young fans of the brand. The designs ranged from patriotic themes featuring the American flag and classic muscle cars to intricate hand-drawn illustrations of vintage hot rods and eagles, symbolizing strength and tradition. The typography choices reflected the retro signage often seen in garages and classic car events, adding authenticity to the brand’s merchandise.
A significant part of the project was ensuring that the designs translated well across various mediums, including apparel, patches, and stickers. Additionally, working within Goodguys’ established brand identity required a balance between fresh creative expression and honoring the classic automotive aesthetic their community loves. Through close collaboration with the client and iterative refinements, I have successfully executed a range of merchandise that meets both artistic and production requirements, with new designs continuing to be developed.
The Goodguys merchandise collection has been widely embraced by the community, driving strong sales at car shows and online. These designs have strengthened the brand’s presence in the custom car scene, offering fans stylish and collectible apparel that reflects their passion for classic cars. By blending nostalgia with modern design, the merchandise resonates with both long-time enthusiasts and a new generation of car lovers.
Client:Goodguys Rod & Custom AssociationProduction:Center Stage MerchServices:Merchandise, PrintYear:2021-2024
