London-based illustrator and artist Matt Lyon (or c86 as he’s known online) is behind the visuals of Tommy Hilfiger’s massive new campaign – Tommyland – to promote the clothing brand’s Spring/Summer 2017 range on the runway in LA.
Tommy Hilfiger’s creative team approached Matt’s agency, Jelly London, to work with Matt on the visual identity for their second in-season runway show. The show took form as a large-scale, festival-inspired event along Venice Beach, even described as a “miniature Coachella”.
Tommyland included amusement rides, food trucks, graffiti artists, roller-skaters, acrobats, fire-throwers and musical performances. The event attracted attention for celebrity appearances from supermodel Gigi Hadid and Lady Gaga.
Matt designed the entire toolkit for the event – including type, graphic assets, design of the main Tommyland logo, and complimentary spot illustrations that were used throughout the event.
Matt’s illustrations act as a reflection of the California energy and excess of the 60s and 70s – which is the style of Tommy Hilfiger’s new collection.
Being described as a digital and mixed-media artist, and inspired by folk art, fine art and illustration, Matt usually creates bright colours and bold geometric shapes and patterns as the result of “incessant doodling”.
The British illustrator has worked for brands such as Nike, Urban Outfitters, AT&T and Microsoft, as well as designs for books, magazines and wall spaces. His work has been exhibited in Europe, the US and Far East.
Image: Matt Lyon's Tommyland visual identity for Tommy Hilfiger