Bluehat, an award-winning consultancy, was commissioned to design a merchandise line for Lift Studio, a creative art studio based in KSA that functions as a hub for artists, designers, and cultural makers. The objective was to move beyond conventional branded merchandise and instead create objects that feel culturally relevant, emotionally resonant, and genuinely desirable within the creative community.

The approach reframed merchandise as a medium for self-expression rather than promotion. Each item was conceived as a wearable idea; using humor, introspection, and subtle provocation to mirror the mindset, contradictions, and daily realities of creatives. The copy draws from familiar phrases, creative struggles, and internet-native language, balancing wit with relatability. Visually, the collection combines clean typography with expressive graphics and illustrative elements, allowing each piece to stand on its own while remaining part of a cohesive system.

The collection spans apparel and accessories designed to be mixed, layered, and worn daily, inside studios, at cultural events, or in everyday life. By prioritizing authenticity, inclusivity, and emotional connection, the merchandise becomes an extension of Lift Studio’s ethos: a space that embraces process over perfection, experimentation over polish, and creative freedom above all.

Ultimately, the project demonstrates how thoughtfully designed merchandise can operate as both brand storytelling and cultural currency within a contemporary creative ecosystem.