Project Details

The Midway's creative director approached me with the project of developing in-house merchandise for the venue to build on the brand identity. There was no creative brief so the concept and development were trusted to me. The core image of the collection was based on tarot card illustrations, and is an original drawing I made for the project. From there I created the other elements you see in use. With one round of revisions to change some of the phrasing on the hats, the project went into production. This project was produced completely in-house in the studio, each item hand printed and embroidered by me. After delivery we scheduled a photo shoot with the staff standing in as models, of which I also shot and edited. To launch the collection, I also managed the Shopify setup and order fulfillment. I also managed inventory allocation so the items could be sold at all events. The project came to a successful completion, with the collection selling out after a few weeks.