APPAREL DESIGN
The 74 Experience Merch
CLIENT
The 74 Experince
YEAR
2024
ROLE
Graphic Designer
DELIVERABLES
Apparel Graphics
THE BRIEF
The 74 Experience was founded by a group of university students and hosts live events that spotlight local musicians. Their mission is to create a space that supports and uplifts artists while fostering creativity, collaboration and inclusivity. They asked me to create a custom illustration for a merchandise line, including T-shirts, sweaters and tote bags, that would help grow the brand.
THE APPROACH
My goal was to capture the youthful, bold and energetic spirit of the 74 Experience. I built the design as a dense, poster-style collage, with a large "74" at its centre surrounded by symbols of live music: an electric guitar, a vintage microphone, vinyl records, music notes and an "Admit One" ticket. I wove the brand's values into the artwork through hand-set phrases like "Amplify Your Voice," "The Stage Is Yours," "Immersing You in the Moment" and "A Community of Musicians," and warped and angled the type so the whole piece feels loud and full of movement. I kept the illustration to a single colour so it's easy to screen print and works across different garments and colourways.
THE RESULT
The final illustration gives the 74 Experience a bold, recognizable look that fans can wear to and from shows. It works in a range of colourways, including white on green, white on black, pink on cream and green on cream, across T-shirts, sweaters and tote bags. That flexibility gives the brand a versatile merch line that turns supporters into walking ambassadors for the local music community.
