Midnight City Tarot

Illustration

Brand Strategy

Product Development

Web Design

The Process: From Concept to Commerce

Midnight City Tarot began as a series of black and white illustrations in my sketchbook and has since done over $100k in revenue.

The initial sketches were inspired by the magic of moving to NYC with just a carry-on and a dream.

Through market research, clear strategy and intentional design, it successfully launched reaching $23,000 in the initial month long pre-order campaign.

Midnight City Tarot is available online and in stores in NYC, Europe and Asia.

The Vibe

Modern, Welcoming, Cosmopolitan & Mystical

Design Decisions:

I intentionally selected a bright, high contrast, scroll-stopping color palette to give the deck a modern, celebratory and giftable feel.

The figures are made of star light, playing on the midnight theme and allowing for anyone using the deck to imagine themselves within the cards.

To ensure the deck would be usable for those with no previous tarot experience, I used a color coding system for the labels, depicted clear imagery that is easy to interpret, and added full color pictures of each card in the guidebook.

Product Line Development


I developed a complementary product line designed around the user’s end-to-end journey. Each addition, from travel pouches to die-cut stickers, was thoughtfully designed to solve for post-purchase needs.

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Featured Retailers:

E-Commerce & Retail Placement

By integrating custom up-sell features into the UX of the site, I created intentional pairings that increased the Average Order Value and transformed a single product into a complete product line.

Awesome
Brooklyn, NY

Hekate NYC
Brooklyn, NY

Wootique
London, UK

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

As Seen In

Tarot for Manifestation

by Stefanie Caponi
Hay House

“This deck is a love letter to the energy and magic of New York City.

This deck is a must for anyone who has loved, lost, and then found themselves in the city that never sleeps.”

- Stefanie Caponi, Hay House Author

  • "It's effortless to put myself into the scenes on each of the cards. I can feel, see, smell, touch what was happening and that’s what makes it such a cool deck to work with. Instant immersion!"

    — Catherine, Owls and Bones Tarot

  • "This deck is not only beautiful, but powerful! I’ve been noticing synchronicities while using it. The guidebook is very helpful and the cards are well made. I love the colorful design and that it connects to NYC landmarks while staying true to the original Rider Waite Smith deck. Love it!"

    — Jenny

  • "Everything about it is stunning! I am so glad I bought a copy. It has wonderful energy and very uplifting artwork. I did a reading with it earlier and it was spot on! Thank you for creating such a powerful tarot deck."

    — Caroline

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