This project was different from many of my others because it was completed under my role at CCV and involved significant stakeholder input throughout the refinement and decision-making process. As a conservative organization with a broad audience largely 60+, but also including pastors, church leaders, Christian education administrators, politicians, and business professionals, it was difficult to determine a stylistic direction. Creating merch that felt casual rather than corporate was a challenge, especially given the ambiguity around what this audience actually wears in casual settings. Do they wear conference tees? Trucker hats? More subdued branding? It required thoughtful observation and inference.

Ultimately, this became the largest merchandise collection I’ve successfully executed. It also clarified a common misconception among people pursuing apparel production: the process isn’t just about designing a graphic. Every step demands intention from selecting the garment blank and considering fit, to understanding the target wearer and positioning the product in its real market context. This project reinforced that apparel is more than decoration, it’s anthropology, psychology, design, and strategy working together.