Varsity Apparel

The Challenge

Yoobee Colleges of Creative Innovation needed a merchandise line that would resonate with its diverse, creative student body while building campus pride and brand recognition. The existing merchandise felt generic and didn't reflect the innovative, artistic culture that defined the college experience.

Research & Creative Strategy

The project began with understanding what motivated students to wear college merchandise. Through surveys and informal conversations with students, I gathered insights about style preferences, design aesthetics, and what made them feel connected to the Yoobee brand.

Key findings from student research:

• Students wanted designs that felt authentic to creative culture—bold, contemporary, and slightly edgy rather than traditional collegiate
• Subtlety mattered—oversized logos were less appealing than clever, artistic interpretations of the brand
• Designs that referenced specific creative disciplines or inside jokes resonated strongly with different student groups
• Quality and fit were as important as design—students wouldn't wear poorly made items regardless of graphics

I also analysed successful merchandise from creative institutions globally, identifying design trends and approaches that balanced brand identity with contemporary streetwear aesthetics.

Design Concept & Visual Direction

The design direction centered on celebrating creativity as both process and identity. Rather than simply placing the college logo on products, I developed a visual language that embodied the innovative, experimental spirit of the institution.

The design system included multiple approaches to accommodate different tastes and occasions. Bold graphic designs featured abstract illustrations and dynamic typography for maximum impact. Minimalist designs used subtle placements and refined details for everyday wear.

Colour palettes extended beyond traditional school colours, incorporating trend-forward combinations that appealed to design-savvy students while remaining cohesive with brand guidelines.

Brand Integration & Campus Identity

While creating merchandise that students wanted to wear, it was essential to maintain clear brand connection and build campus pride. I achieved this balance by incorporating Yoobee's brand elements in creative, unexpected ways rather than relying on straightforward logo placement.

Limited edition releases tied to campus events, graduation seasons, and creative milestones created excitement and collectibility. This approach transformed merchandise from static products into meaningful artifacts that marked important moments in students' creative journeys.

Impact & Results

The Varsity Apparel project successfully transformed Yoobee Colleges' merchandise from obligatory branded items into products students actively wanted to own and wear. The designs strengthened campus identity and created visible brand ambassadors across New Zealand's creative communities.

Beyond commercial success, the project demonstrated how thoughtful design can build community and pride. Students wearing the merchandise signaled their belonging to a creative culture and carried that identity beyond campus boundaries, effectively extending the college's reach and reputation.

The project also provided valuable experience in translating design concepts into physical products, navigating production constraints, and creating work that balanced artistic vision with commercial viability and brand objectives.