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Creative Direction, Graphic Design, Identity System, Apparel Graphics
This shirt being a play on the classic spaghetti western, The Good, the Bad and the Ugly, Westmont takes that same wordplay but replaces “The Ugly” with “The Worker,” reframing the narrative to honor grit, labor, and the quiet pride of those who build, fix, and endure. The Good refers to those who are in a position of privilege, insulated from hardship and able to move through the world with comfort and security, often benefiting from systems built by the labor of others. The Bad represents both man-made and natural evils; those who exploit privilege for personal gain, as well as the uncontrollable forces of nature and circumstance that wear people down, disrupt livelihoods, and place constant pressure on those doing the work. The Worker represents honest labor and the enduring belief that true fulfillment is found through purposeful work. Rooted in tradition, grit, and self-reliance, the figure of the Worker embodies dignity earned through effort, skill refined over time, and honor upheld in the face of adversity. In contrast to privilege or exploitation, the Worker’s value is not inherited or extracted, but built—day by day—through physical and mental commitment. Westmont elevates this archetype as a moral counterpoint, positioning labor not merely as necessity, but as a source of identity, meaning, and quiet pride.
This shirt is inspired by Native American tools that tribes once used in daily life, reflecting a deep relationship between craft, survival, and the natural environment. These tools were not merely functional objects, but expressions of knowledge passed through generations; shaped by necessity, respect for materials, and an understanding of land and labor as inseparable. For Westmont, this lineage connects directly to its emphasis on work as a disciplined, honorable practice; where utility, durability, and intention guide design. Much like these tools, Westmont garments are conceived as functional objects shaped by purpose, meant to endure use rather than trend. The reference underscores a shared philosophy: that honest work, thoughtful construction, and respect for material form the foundation of lasting value.
The first pitch deck focused primarily on establishing the foundation of the brand; defining what the name represents and clarifying the overall visual direction and stylistic language the workwear brand would adopt. It outlined early decisions around tone, materials, and form, while also setting expectations for photography choices that would shape how the brand is perceived, ensuring a cohesive and intentional identity before moving into product-specific development.