Midnight City Tarot: DTC Brand Strategy
End-to-end founder execution: spanning brand strategy, illustration, physical product development, multi-channel marketing, influencer partnerships, and global retail distribution.
The Objective:
To illustrate, launch and scale a DTC product line.
Market Research & Strategy:
I leveraged the cultural appeal of New York City and the universally relatable story of the hero’s journey within the high-growth tarot market (estimated at $1.5B).
The Result:
$23,000 launch leading to placement in notable shops from New York to Asia. My product line has reached over $135k in revenue and continues to grow.
Project Scope:
Creative Direction
Brand Strategy
Marketing
Influencer Partnerships
Web Design
Illustration
The Vibe:
Cosmopolitan
Inviting
Magical
Energetic
Development Process & Strategy
From Concept to Commerce
As the founder and artist of Midnight City Tarot, I transformed a series of illustrations into a brand that has generated over $135k in revenue.
The art was inspired by the magic of moving to NYC with just a carry-on and a dream. It captures the feeling of endless possibilities in New York City.
Through market research and clear strategy the deck achieved successful product-market fit, and was fully funded in one day and reached over $23,000 in the month long pre-order campaign.
Midnight City Tarot is available online and in stores throughout NYC, Europe and Asia.
Design Direction & Strategy
I intentionally selected a high contrast, scroll-stopping color palette to give the deck a celebratory and giftable feel.
The figures are made of starlight, playing on the deck’s midnight setting, and adding a layer of approachability.
To keep the deck beginner-friendly, I used a color-coded system for the labels that riffs off of the NYC subway system. I illustrated relatable imagery and created an easy-to-use guidebook to enhance the customer experience.
Iconic landmarks (like the Statue of Liberty and the Empire State Building) are peppered throughout locally loved spaces. This creates an equally familiar feeling for customers who’ve called the city home as well as those who dream of visiting one day.
Marketing Strategy
After product-market fit was confirmed, a mix of organic social media campaigns, influencer partnerships and email marketing created the foundation for Midnight City Tarot’s success.
B2B Collaborations
UGC & Influencer Partnerships
Macro-Creator Organic Reach
Organic endorsement from influencer and creator @MadamAdam (1M+ followers on TikTok).
Drove viral brand awareness, increased follow rates across socials, and saw an immediate sales spike.
Strategic partnerships with Flower Power NYC as well as product unboxing with high-end NYC/Miami nail studio to drive social proof.
Expanded reach across intersecting communities.
Micro-Influencer Partnerships
Partnered with influencers across the astrology, tarot and spiritual niches. Showcased the user experience, increased social proof and built brand awareness.
Influencer Partnership: Long Form Content
To promote newly launched products, I sent a PR box to Angela Mary Magick. She created a deep-dive unboxing & deck review on her YouTube channel for her dedicated audience.
Print Feature
“This deck is a love letter to the energy and magic of New York City.
It’s a must for anyone who has loved, lost, and then found themselves in the city that never sleeps.”
— Stefanie Caponi, author of the best-seller Guided Tarot for Teens
Earned influencer partnership with Hay House author, Stefanie Caponi. This partnership led to being featured in her new book, Tarot for Manifestation.
E-Commerce Focused Web Design
Designed and custom-built a responsive Shopify storefront. It’s optimized for frictionless conversion, intuitive mobile navigation, and seamless checkout.
Placement in Notable Retailers
Awesome
Brooklyn, NY
Hekate NYC
Brooklyn, NY
Wootique
London, England
Flower Power
New York, NY
Mystry Mart:
Brooklyn Museum &
House of Yes
Brooklyn, NY
Pressed NC
Fayetteville, NC
The Moon
Singapore
Salon Des Arcane
Anglet, France
Customer Reviews