The Rage Crusade Merch
Mission
Developed and launched a small-scale merchandise concept to explore how a simple message and visual identity could translate into a wearable product and resonate with an audience. Merch release: November 12, 2021
Strategy
- Test whether a minimal, non-explicit message could stand on its own as a product
- Leverage post-COVID cultural relevance of the phrase “Be Safe” to create familiarity and relatability
- Prioritize a clean, wearable design that could appeal beyond a specific niche or inside context
- Distribute through social media and peer networks to observe organic interest and engagement
- Use peer-driven social proof by featuring friends wearing the product on Instagram, reinforcing familiarity and signaling adoption within existing social networks
My Role
- Collaborated with Carl Tinsley to develop and execute a social media promotion plan
- Creative directed the design process, shaping visual elements and concept
- Coordinated communication between initial sketches (Cole Laderman) and final graphic execution
- Developed a peer-driven content strategy by featuring customers wearing the product on social media
- Introduced a community-based promotion through a March Madness-style giveaway challenge
Why?
We decided to focus on a simple, adaptable message rather than something tied directly to a specific audience or inside context, in order to see if it could resonate more broadly as a product. Releasing the shirts shortly after COVID made the “BE SAFE” phrase culturally relevant, which allowed the design to feel familiar while still being open to interpretation.
We also chose to feature friends wearing the shirts instead of using staged imagery or unfamiliar models. Because the product was being shared within existing social circles, we saw this as a way to reinforce peer adoption and make the product feel more natural and relevant within that environment. Instead of over-designing or over-explaining the concept, we kept the execution minimal and focused on wearability, prioritizing how people might actually engage with it in everyday settings.
Execution
Design
Designed by Cole Laderman, Carl Tinsley, and Tracy Lane (myself).
Photoshoots
Photoshoot by Heather Walker and Carl Tinsley
Social Media Posting
Posting done by Carl Tinsely and Tracy Lane (myself).