Building a creative platform
beyond performance apparel
As Soomom matured, I wanted to explore ways the brand could move beyond traditional cycling product launches and create deeper cultural connections with its community.
The Artist Series was developed as an ongoing collaboration platform that invited Australian artists to reinterpret cycling apparel through their own creative lens. Rather than treating artwork as decoration, the objective was to build meaningful partnerships that could influence product design, storytelling and brand identity.
The series brought together artists with distinctly different visual styles, including collaborations with Mulga and Susan Fitzgerald (Spin Spin), creating collections that felt authentic to both the artist and the brand.
Each project required balancing artistic expression with the technical realities of garment production — ensuring original artwork could be successfully translated into functional performance apparel while maintaining the integrity of the artist's work.
The result was a collection of limited-edition releases that expanded the perception of the brand, generated community engagement and created a point of difference within a highly competitive cycling market.
"The challenge wasn't putting art on a jersey. It was building a platform that felt authentic to the artist, authentic to the brand, and worth something to the customer."
I led the full process across both collaborations — from artist identification and relationship management through to creative direction, artwork adaptation, product development, collection storytelling, campaign development, ecommerce launch strategy and content direction.
Developed a collection that translated Mulga's vibrant and highly recognisable illustration style into a performance cycling range. The project involved adapting complex artwork across multiple garment panels while maintaining both visual impact and wearability.
Launch EDM animation and Crocodile Inferno product banner
Worked closely with Australian artist Susan Fitzgerald to transform original paintings into a limited-edition cycling collection. The challenge was preserving the expressive nature of the artwork while adapting it for technical garment construction, production requirements and commercial release.
Soomom × Spin Spin — campaign video and product photography
