Midnight City Tarot: DTC Brand Strategy & Creative Direction
Brand identity, product design, and growth strategy
The Objective:
To design, launch, and market a physical DTC product line across digital and retail channels.
Market Research & Strategy:
Positioned the brand to achieve product market fit by combining modern cultural storytelling with a distinct visual identity, tapping into a high-growth market ($1.5B) while establishing clear brand visuals across all touchpoints.
The Result:
$23,000 fully-funded Kickstarter launch driven by digital marketing campaign creative, expanding to over $135,000+ in revenue and wholesale placement across 15+ global boutiques.
Project Scope:
Creative Direction
Brand Strategy & Positioning
Social Media & Marketing
Influencer Partnerships
E-Comm Web UX Design
Product Development & Illustration
The Vibe:
Cosmopolitan
Inviting
Magical
Energetic
Development Process & Strategy
From Concept to Commerce
As the founder and creative director of Midnight City Tarot, I built and scaled an end-to-end DTC visual system that has generated over $135,000 in revenue across e-commerce and retail.
The art direction pulled inspiration from the magic of NYC at midnight, transforming traditional archetypes into accessible cultural visual concepts for a modern audience.
Through targeted pre-launch marketing and clear brand positioning, the project achieved 100% funding on Kickstarter within 24 hours and generated over $23,000 in pre-order campaign revenue.
Midnight City Tarot is distributed globally via DTC e-commerce and boutique wholesale stockists across North America, Europe, and Asia.
Design Direction & Strategy
Engineered a high-contrast, scroll-stopping color palette designed specifically to perform across social feeds, digital ads, and premium unboxing experiences.
Developed an intuitive visual architecture using a color-coded label system inspired by the NYC subway to streamline navigation and optimize the end-user experience for beginners.
Translated the core visual identity across every touchpoint from print production to cohesive performance creative and email collateral for digital channels.
Multi-Channel Creative & Campaign Strategy
Lifestyle Shoot Art Direction: Conceptualized mood boards, prop styling, and lighting direction to produce high-end visual assets for DTC web, email, and social campaigns.
Influencer & PR Seeding: Designed custom unboxing collateral and targeted gifting kits, driving organic creator reviews and community-led social proof across TikTok, Instagram, and YouTube.
Lifecycle & Conversion Creative: Built end-to-end email sequences, launch collateral, and promotional assets aligned to core campaign touchpoints to maximize conversion.
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.
B2B Collaborations
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.
“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.
Print Feature
E-Commerce Focused Web Design
Shopify UX Strategy: Designed and custom-coded a fully responsive Shopify storefront structured specifically for high-conversion DTC sales and mobile-first navigation.
Conversion Optimization: Implemented seamless cart flows, strategic bundle upsells, and clear visual hierarchy to minimize checkout friction and drive higher AOV.
Brand Continuity: Translated the physical deck's rich visual identity into a digital UI system, maintaining consistent typography, color systems, and UI components.
B2B Wholesale Expansion
Wholesale Strategy & Collateral Design
Designed and published a dedicated B2B wholesale catalog and line sheet to pitch retail buyers, translating the consumer brand into a commercial wholesale offering.
Global Stockist Network
Successfully pitched and secured placement at curated lifestyle boutiques, museum shops, and international specialty retailers including:
Hekate NYC
Brooklyn, NY
Awesome
Brooklyn, NY
The Moon
Singapore
Wootique
London, England
Salon Des Arcane
Anglet, France
Flower Power
New York, NY
Mystry Mart:
Brooklyn Museum
Brooklyn, NY
Mystry Mart:
House of Yes
Brooklyn, NY
Customer Reviews