Merch Design: Queen of SLC
Client: Queen of SLC
Role: Brand + Merch Designer
Year: 2024
Overview:
Salt Lake City locals were tired of seeing the same Western-themed merchandise that didn’t reflect their city’s modern, urban identity. Kendall, the owner of Queen of SLC, wanted to create high-quality, locally inspired apparel that broke away from overdone aesthetics while keeping production costs low.
The Challenge:
Create stylish SLC-branded apparel that locals would actually want to wear.
Avoid cliché Utah aesthetics like cowboy fonts and mountain imagery.
Design within local printing constraints (one to two colors, embroidery, and screen printing).
Appeal to a wide demographic while keeping one design intentionally niche for deep local connection.
The Solution:
Meaningful Local References
The designs focused on SLC’s area code, city name, and “the whale,” an inside joke among locals that made the merchandise feel exclusive to those in the know.
Simple Yet Bold Designs for Versatility
Typography-based pieces were kept clean, modern, and timeless for broad appeal. The whale hoodie was designed to be the most niche piece, created intentionally for deep local connection.
Smart Design for Efficient Production
Before designing, I worked with the client to understand her local printer’s capabilities. Designs were created using only one color (with files set up with the potential for one or two more) to keep costs down while maintaining a high-quality look.
