MERCHANDISE + PRODUCT DESIGN

THE CHALLENGE

Roughly 100 designs and product concepts eventually expanded across garments, colors and sizes into more than 7,000 individual SKUs.

Putting every design on every available product in every available color wasn’t a strategy. The catalog needed rules for what expanded, how it expanded and how related products connected.

CREATIVE DIRECTION

I began treating designs as potential product families rather than isolated graphics.

Colorways were edited instead of offering every available option. Stronger-selling designs were prioritized for expansion into hoodies, sweatshirts and other garments. Some concepts were developed as complementary pairs or sets. Customer requests and purchasing behavior also helped identify opportunities for new formats.

Product quality became part of the system as well, influencing garment selection and how production issues were evaluated.

THE SYSTEM

Design → Edited Colorways → Garment Family → Collection → Merchandising → Lifestyle & Content

That structure created consistency without requiring every product to receive identical treatment.

EVOLUTION

Vee’s Tees moved from “What should I put this design on?” to “What role should this design play in the product ecosystem?”

That shift allowed a relatively small library of creative concepts to support a much larger catalog while keeping expansion intentional.