Hand-Illustrated D2C Products
The Objective:
To illustrate, launch and scale a D2C 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. Followed by development of a product line reaching over $130k in revenue.
Project Scope
Illustration
Brand Strategy
Marketing
Web Design
The Vibe
Cosmopolitan
Inviting
Magical
Energetic
The Process
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 $130k 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, clear strategy and intentional design, it successfully 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.
Product Line Development
I developed a complementary product line tailored to the user’s end-to-end journey.
Each addition (from travel pouches to die-cut stickers) was thoughtfully designed and produced to build a world of functional products around the deck.
The City of Dreams Oracle Deck
A follow-up to Midnight City Tarot
These illustrations take the customer on a dreamy afternoon walk through New York City.
Each card features a symbol from everyday life that provides meaning and inspiration.
Complete with subway rides, a bodega cat and gossamer gilded edges.
Notable Retailers Include:
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
“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.”
Featured in Tarot for Manifestation
Published by Hay House
—Stefanie Caponi
