LINNUPARGI – COMMUNITY HOODIE ILLUSTRATION
A community hoodie design for Linnupargi, a new residential development in Tartu surrounded by greenery and birds.
Every new homeowner receives this hoodie as a small welcome gift – and as a way to quietly recognise other neighbours around the area.
CHALLENGE/GOAL
Linnupargi is a neighbourhood built right next to nature, with curved apartment houses, walking paths and a lot of birdlife.
The client wanted a hoodie that would feel like more than standard merch – something people would actually wear, and that could become a subtle signal: “Ah you also live in this neighbourhood”.
CONCEPT DIRECTIONS
I started with two different illustration directions. Concept A – Calm cityscape. A cleaner, more traditional view of the buildings and park, with birds sitting around the area. Safe, minimal and close to classic architectural illustration. Concept B – Playful bird residents
Three birds turned into local characters: sneakers, hats, skateboards and bags. The curved shapes of the real Linnupargi houses appear in the background, framed by tall trees and everyday details like cars and a bus.
CONCEPT A
CONCEPT B
FINAL ILLUSTRATION
After choosing the direction, I refined the composition: the curved facades echo the real Linnupargi architecture; tall trees frame the scene and keep the focus on the characters; each bird has its own attitude, but they still feel friendly and approachable. The final illustration is built as a one-colour line drawing that matches Linnupargi’s visual identity and works well in screen printing
OUTCOME
On the hoodie, the illustration appears large on the back, with a smaller Linnupargi wordmark and bird icon on the chest. The design is intentionally clean and monochrome so it feels easy to wear with everyday clothes, while still carrying a lot of local detail for people who live in the area.
The hoodie is part of the welcome package for new homeowners. When you see someone else in the same hoodie at the playground, dog park or grocery store, you instantly know you share the same neighbourhood.
