Long Center Merch Collection
2025
Merchandise that explored identity in a playful, engaging way while being a growing form of revenue.
Project Duties:
Art Direction
Design & Execution
Vendor Management
Vision
On-brand doesn’t mean logo
No merch wearer wants to be a billboard. Our merch line needed to beat the stuffy performing arts stereotype while being playful, relevant, and authentic.
Challenges
Leadership buy-in
Merch was a new endeavor for the Long Center. While project-specific merch (The Drop-In) had reasonable success, it was still heavily reliant on logo inclusion. The instinct to lean heavily on the Long Center logo needed rerouted in a more modern direction.
Outcome
Something for everyone
The exercise became a discussion of audience rather than just ‘do I like the design?’ - Identifying our merch-buying audience and what items appeal to them rather than a box-checking exercise. Ultimately purchasers were supporting the arts in Austin, not just wearing a logo.
