Chime Store
Building Between URL and IRL
Role
Creative Lead | Product Design | Brand Activation | Social Strategy
When Chime asked us to help translate their evolving brand into real-world merchandise, it wasn’t just about designing products.
It was about creating objects that could live between digital spaces and physical moments, things that felt as intentional on a shelf as they did in an Instagram post.
I led a cross-functional effort that brought together product design, digital storytelling, and physical production to turn Chime’s abstract ideas into tangible, wearable, shareable pieces.
I didn’t treat merch as an afterthought, I approached it like building a product. Every decision, from the cut of a tee to the mid-profile hat was designed to carry the brand’s energy into the real world.
This wasn’t about slapping a logo on a hoodie. It was about crafting ehnhanced brand expressions that people would actually want to wear, use, photograph, and share.
A COHESIVE BRAND EXPERIENCE ACROSS ALL TOUCHPOINTS
PRODUCT CONCEPT
& DESIGN
Led product ideation and design direction, from materials to typography, ensuring every item reflected Chime’s cultural tone and aesthetic precision.
SOCIAL & DIGITAL
INTEGRATION
Developed social media assets and campaign strategy to launch the merch as an integrated brand moment on their social channels, not just a store link.
PHYSICAL & PACKAGING EXPERIENCE
Oversaw the creation of product packaging, labels, and touchpoints that extended the brand's visual language seamlessly into physical form.
CROSS-DISCIPLINARY COLLABORATION
Acted as the connective tissue between design, dev, production, and marketing teams. Ensuring consistency and clarity from concept to final product drop.
Chime merch blurred the line between merch, product, and cultural artifact. Generating excitement across Chime’s community and reinforcing the brand as more than just a digital space.
The drop sold out within minutes. But more importantly, it created something less transactional and more participatory a way for the community to wear the brand, live with it, and bring it into new spaces.
In a space where brands often feel scattered between screens and shelves, this project reminded me how intentional design across product, digital, and real life builds culture, not just commerce.
Additional Credits
Client: Chime
Agency: Dinner Party
Title: Executive Creative Director
Next Project
Grassroots
Branding & Identity