When you’re developing merchandise for a community, getting it right isn’t just about choosing colors or logos — it’s about creating a tangible connection that resonates deeply with your audience. Without this connection, your product risks being just another item gathering dust.

But when you hit the mark, it’s more than just a product; it becomes a symbol of pride and belonging. In this case, we transformed an idea into something that did just that, creating merchandise that connected with an exclusive group and made them feel recognized, engaged, and proud of their community.

When creating a brand’s merchandise, it’s not just about designing something to be worn or used; it’s about creating a lasting symbol of belonging. Merchandise can become a powerful tool to unite communities, make members feel connected, and motivate them to stay involved. This was exactly the challenge that the Specialized Educational and Scientific Center of Moscow State University (SUNC MSU) gave us: to design merchandise that would unite the alumni community while also serving as a reward for engagement and participation.

The Project Challenge

SUNC MSU, a selective school for talented young students, wanted merchandise that would embody the spirit of their alumni community. The merchandise had to be a symbol of membership, a tool for fostering engagement, and something that could be earned through involvement in alumni events, activities, and initiatives.

Our mission was to create something that wasn’t just a piece of clothing or a simple accessory; it had to be an emblem of pride and community.

Our Approach to the Design Process

To tackle this project, we knew we had to move away from the typical design approach. Instead of waiting for a detailed brief, we decided to create several concepts to showcase the potential design directions. We worked as a team of designers, with each of us presenting our own idea. This allowed us to jump straight into the creative process and give the client immediate visual representations to choose from.

The client didn’t have a specific brief, but rather a general direction for the merchandise, so our approach was to present three different concepts that would cover a wide range of possibilities, each with its own unique flair.

Creative Concepts for the Merchandise

We developed three distinct concepts based on the community’s symbol—the cube—and aligned them with the values of the community:

1. NFT Cube Concept
   The first concept was rooted in the idea of modernity and uniqueness. We presented a digital art-inspired cube, drawing inspiration from the rising trend of NFTs. This concept aimed to appeal to younger, more digitally-oriented alumni by integrating contemporary digital art aesthetics.

2. Programmer’s Style Concept
   The second concept was inspired by the world of programming and technology, with a design incorporating monospace fonts, code-style layout, and graphics that resembled lines of code. The cube symbol was reimagined in vector format, mimicking stylized code. This concept was aimed at the more tech-savvy audience within the alumni group.

3. Classic University Style Concept
   The third concept, which ended up being the chosen one, was more traditional and reflected the classic university aesthetic. It incorporated clean lines, minimalism, and a visual identity closely aligned with the look of university merchandise. The simplicity of this design made it highly adaptable and easy to produce, which was ideal for mass production.

The Client’s Choice and the Next Steps

After presenting the three concepts, the client selected the classic university style concept. They felt it was the most versatile and the easiest to adapt for printing. We then worked on finalizing the details: experimenting with different font variations, choosing the right colors for the T-shirts, and creating mockups to show how the final product would look in real life.

Challenges We Faced

The project wasn’t without its challenges. There were a few hurdles that required quick thinking and flexibility on our part:

• Lack of a clear brief: The client wasn’t ready with a detailed brief and preferred to see design concepts right away. This required us to quickly understand their preferences in a single call and pivot accordingly.

• A non-standard approach: The need for flexibility and creativity in adapting to the client’s evolving vision meant that our team had to be highly adaptable and think outside the box to create something that would appeal to a wide range of alumni.

• Designing for a young audience: While the previous merchandise was designed for an older alumni group (45+ years), our task was to design for a younger demographic (18-35 years). This meant we had to adjust the design style to cater to the preferences of a more modern, tech-savvy audience.

The Outcome

Despite the challenges, the project was completed swiftly and with great success. The finished merchandise was well received by the alumni community, and the client was satisfied with the result. Our non-traditional approach allowed us to create a visually compelling and relevant design that resonated with the target audience.

Because some of our team members were familiar with SUNC alumni, we were able to better understand their preferences and create a truly relevant design. The feedback from the community was overwhelmingly positive, confirming that we had hit the mark in terms of style, appeal, and function.

Key Takeaways

• Understanding your audience: A key factor in this project’s success was our deep understanding of the target audience. By having team members familiar with the alumni group, we were able to design a product that was truly relevant and resonated with the community.

• Creative flexibility: The ability to adapt to the client’s needs and provide multiple concepts helped to jumpstart the creative process and saved valuable time in the project.

• Importance of simplicity: The selected concept’s simplicity and ease of production were crucial to the project’s success. A minimalist approach that still captured the essence of the community was the perfect solution.

Want to Create Your Own Product?

Are you looking to create merchandise that truly represents your community or brand? Let’s work together to develop a design that resonates with your audience and stands out from the crowd. Reach out to us today and let’s bring your vision to life.

Let’s talk → https://tally.so/r/3jElgx

Frequently Asked Questions (FAQ)

Why is it important to create community-driven merchandise?
Creating merchandise that reflects the values and identity of your community helps strengthen connections among members and fosters a sense of belonging.

What challenges might arise when designing merchandise for a younger audience?
Younger audiences often have different aesthetic preferences and are more influenced by trends, making it essential to stay updated on current design trends and incorporate them into your merchandise.

How can I ensure that my merchandise is relevant to my audience?
By involving your audience in the design process or conducting surveys, you can gain insights into their preferences and create something that resonates with them.

What is the best approach when clients don’t have a detailed brief?
In such cases, it’s helpful to present multiple concepts to the client early on to get quick feedback and fine-tune the design according to their preferences.

How can design help in promoting a community?
Well-designed merchandise acts as a symbol of membership and helps to promote the community by providing tangible reminders of participation and engagement.