Soulection & Chill – Limited Edition Design

Overview

Soulection Radio, a globally recognized music and culture brand, launched a Valentine’s Day collaboration album. I was commissioned to create the custom logo and embroidered hat design that would serve as the visual anchor for the campaign and be produced for two limited-edition merch drops.

This project merged design, brand alignment, and merchandise strategy to create a collectible piece with lasting cultural impact.

Brand Challenge

Soulection needed a design that would:

1. Match their established global brand identity
2. Resonate with their audience as a limited-edition collectible
3. Work seamlessly across platforms — from social media to physical merchandise

Strategic Approach

• Custom Hand-Lettering: Crafted a bespoke design optimized for both embroidery and digital display.
• Cross-Platform Versatility: Designed for merch, campaign visuals, and promotional content.
• Merchandising Strategy: Created a piece that could carry the Valentine’s Day theme while maintaining relevance beyond the holiday.

Execution

• Designed the custom “Soulection & Chill” logo
• Collaborated on colorway selection to align with Soulection’s aesthetic
• Prepared embroidery-ready artwork for hat production
• Delivered digital versions for integration into album and marketing visuals

Impact

• Global Reach: Featured across Soulection’s audience of 1.4M+ on Instagram, SoundCloud, and other platforms
• Merch Appeal: Two limited hat drops tied to the campaign sold through
• Cultural Fit: Reinforced Soulection’s position as a lifestyle brand and music platform

Strategic Wins

• Authenticity: Artist-led design that spoke directly to the Soulection community
• Longevity: Maintained relevance and appeal long after the initial release
• Integration: Worked seamlessly across both digital and physical brand touchpoints

Strategist’s Takeaway

The Soulection & Chill project shows how intentional, brand-aligned design can deepen community connection, extend the lifespan of a campaign, and create lasting touchpoints between a brand and its audience.

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