A man wearing a beige hoodie with a graphic design of a robotic horse and the words 'The Cowboy' on the back, standing against a plain light gray background.

FELUX

Deliverables
SHIRT DESIGNS

Felux is a Cleveland-based tech company reimagining the steel industry, blending modern tools with an industry built on grit and tradition. For their merch line, we leaned into a bold “steel cowboy” identity—mixing toughness, confidence, and a bit of attitude.

The Challenge: Design shirts that felt expressive and wearable while capturing the brand’s unconventional energy—blending grit, confidence, and personality without relying solely on logo-driven design.

The goal was to use graphic storytelling and unexpected visuals to reflect Felux’s culture and create merch people would actually want to wear.

    • Completed while at VividFront Marketing Agency

    • Line Cowboy drawing by Alissa Martin

Two brown T-shirts, one with a graphic of a mechanical horse and the words 'Steel Cowboy' on the back, and the other with a small text logo 'Felux' on the front.
Brown T-shirt with a graphic of a cowboy riding a robotic horse, text 'The Steel Cowboy' and 'Made in the USA', and smaller text 'Felux' and 'Est 2019'.
Gray T-shirt with cowboy riding a bucking horse graphic, orange and white text, and design elements.
White T-shirt with brown graphic design featuring power lines, a cowboy figure, and the text 'The Steel Cowboy'.
Two black T-shirts with a graphic stylized image of a character riding a robot horse with the text 'STEL COBBOY' in orange and a subtitle 'LAZING TRACKS FOR EMPIRES BUILT BY THE FEW.'
Green t-shirt with vintage style graphic of four cowboy-like characters arm wrestling, with text 'Felux Steel Cowboys Club' in bold letters.