Alternative Apparel

Comfort Inside & Out

Development of logo, brand guidelines, and creation of seasonal campaigns for Alternative Apparel. Working with Alternative’s internal creative team to update the brand through photography, styling, design and copy writing.  
The Alternative logo and wordmark embrace the values of “Craftsmanship & Community.” We wanted to elevate basics in a way that connects to people through style, represented in texture and hand-made elements. 






Client
Alternative Apparel

Category
Art Direction, Branding, Graphic Design, Web Design, Photography, Brand Guidelines, Apparel&Footwear, Lifestyle

Year
2011–2013

Captions
(1) Alternative brand logo and wordmark; (2) Alternative brand book; (3) Alternative brand logo and wordmark detail; (4) Fleece on Earth campaign header; (5,6) Fleece on Earth studio product photography; (7) Fall/Winter 2012 catalog shoot; (8) Alternative Stars & Stripes logo sheet; (9,10) Website, Stars & Stripes campaign; (11) Stars & Stripes studio product photography

Credits
(Art Direction, Design) Michael J. Salter for Rent Control Creative; [with] (Creative Direction, Design) Matt Lindauer; (Art Direction, Design) Arian Franz; (Design) Serena Chang; (Creative Direction) Scott Richards; (Photography) Rickett & Sones
ALTERNATIVE


All Works ©2025 Michael J. Salter