THE DROP SHOP
In order to strengthen internal brand and culture, I created The Drop Shop; an e-commerce gift shop for VideoAmp employees. Avoiding the generic logo on a t-shirt approach to swag, individual quarterly capsule collections of merch were designed. This e-commerce site experience mimics streetwear drop collections with timed-releases, limited quantity runs and individual marketing campaigns. All items are free to employees and designed in collaboration with my favorite creative all-stars, Kaleho Naki and Annam Tran.
Internal marketing.
Before each collection release, promo videos were created to generate buzz and tease out the upcoming items to employees. The Billy Club collection was designed to celebrate VideoAmp reaching its billion-dollar valuation.
Quarterly themes.
New collections were designed per quarter to highlight VideoAmp achievements or cultural events.
Employee’s choice.
In order to provide items that interest employees, quarterly surveys were sent out. All collection items are designed from scratch and produced locally in Los Angeles.
Product shoots.
All merch items were carefully photographed for each drop collection.
Drop kits.
Some collections included multiple items bundled into curated kits. This festival kit includes a clear sling bag that was designed with festival rules in mind.
Made with love.
All items are custom-designed by an internal team of 3. Printing done locally in Los Angeles.
IYKYK.
The Drop Shop online store was re-skinned for each collection for its integration within the IYKYK mobile app.
Thoughtful design.
Items were designed with the recipient in mind. This packable blanket is light and durable, making it perfect for using during events like Coachella Music Festival.
The details.
My team and I designed each collection to make them as special for VideoAmp employees as possible. The items include personal touches with carefully crafted product photo and video shoots.
Make it personal.
For the FAM collection, I created a pattern using employee’s pet faces to be used as an all-over print on t-shirts and socks. Inviting employees to participate in swag creation fostered a deeper sense of camaraderie and VideoAmp brand love.
A family affair.
To make things even sweeter, the models are children and pets of employees.
The final touches.
Merch photos and videos were a combination of in-house production and collaborations with external creatives: Scenematix, Amanda Delarosa and David Maxwell.
Photo and video shoots took place across the country at: Coachella music festival, Houston, Santa Monica, Cleveland and the VideoAmp HQ, Los Angeles.
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