RAADIRAJA – COMMUNITY HOODIE ILLUSTRATION
A community hoodie created for Raadiraja, a new residential neighbourhood in Tartu where city life, culture and nature meet. Every new homeowner receives the hoodie as part of their welcome package, turning a practical gift into a shared symbol of the place they now call home.
RAADIRAJA – COMMUNITY HOODIE ILLUSTRATION
A community hoodie created for Raadiraja, a new residential neighbourhood in Tartu where city life, culture and nature meet. Every new homeowner receives the hoodie as part of their welcome package, turning a practical gift into a shared symbol of the place they now call home.
CHALLENGE/GOAL
Raadiraja is located close to Tartu city centre, next to the Estonian National Museum and Raadi Manor Park. Its homes are surrounded by greenery, with safe car-free courtyards designed for residents to spend time outdoors.
The goal was to translate this identity into something wearable. The hoodie needed to feel connected to Raadiraja without looking like a typical piece of real estate merchandise. It had to be something residents would genuinely choose to wear on an ordinary day.
CONCEPT DIRECTIONS
Rather than placing the development logo on a hoodie and calling it finished, I approached the project as a small visual world built around life at Raadiraja. The early ideas explored different ways of combining the neighbourhood, its natural surroundings and the everyday lives of its residents. The strongest direction brought these elements together in a playful composition that feels lively from a distance while still offering smaller details to discover up close.
CONCEPT A
CONCEPT B
CONCEPT A
CONCEPT B
FINAL ILLUSTRATION
The final illustration combines the character of the neighbourhood with visual references to its location and surroundings. Architecture forms the foundation of the scene, while greenery and everyday details give it warmth and personality. The artwork was simplified for garment printing, with controlled linework and a limited colour palette. This keeps the design clear and wearable while allowing the illustration to remain the main focus.
OUTCOME
The finished hoodie is given to every new Raadiraja homeowner as a welcome gift. It is designed to work as an actual piece of everyday clothing first, while quietly connecting the people who live in the same neighbourhood. The first residents have already responded warmly to the design. That is probably the best sign that the hoodie feels less like promotional merch and more like something people are genuinely happy to receive and wear.
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