Merch Design Brief

---
name: merch-design-brief
description: "Creates merchandise design briefs for branded swag with product selection, design placement, vendor specs, and budget planning. Use when producing branded merchandise."
allowed-tools: Read Write Glob
metadata:
  author: matthewhitcham
  version: "1.0"
---

# Merch Design Brief

## When to Use This Skill

Use this skill when you need to:
- Plan branded merchandise for customers, employees, or events
- Brief a designer on merch artwork and placement
- Select products and vendors for a merch production run
- Create specifications for print-on-demand or bulk merchandise orders

**DO NOT** use this skill for product packaging, retail product design, or promotional campaign strategy. This is for branded merchandise (swag) design and production planning.

---

## Core Principle

GREAT MERCH IS SOMETHING PEOPLE WANT TO USE, NOT FEEL OBLIGATED TO KEEP — DESIGN FOR WEARABILITY AND UTILITY, NOT JUST BRAND VISIBILITY.

---

## Phase 1: Brief

### Required Inputs

| Input | What to Ask | Default |
|-------|------------|---------|
| **Purpose** | "What is the merch for? (customer gifts, employee welcome kit, event giveaways, online store)" | Customer appreciation |
| **Audience** | "Who receives it?" | Customers |
| **Budget** | "Total budget and target cost per item?" | $500 total, $10-20/item |
| **Quantity** | "How many units per item?" | 50-100 |
| **Brand guidelines** | "Brand colors, logo files, fonts?" | Must be provided |
| **Product preferences** | "Any specific items in mind? (t-shirts, mugs, notebooks, stickers)" | Open to suggestions |
| **Timeline** | "When do you need items in hand?" | 4-6 weeks |

**GATE: Confirm brief before proceeding.**

---

## Phase 2: Design

### Product Selection Framework

Evaluate products on:
- **Utility** — will the recipient actually use it daily?
- **Brand fit** — does the product align with your brand personality?
- **Perceived value** — does it feel premium relative to cost?
- **Logistics** — easy to store, ship, and distribute?

### Recommended Product Categories

| Category | Items | Best For | Cost Range |
|----------|-------|----------|-----------|
| Apparel | T-shirts, hoodies, hats | Loyal fans, employees | $8-30/unit |
| Drinkware | Mugs, tumblers, water bottles | Daily use, office visibility | $5-20/unit |
| Stationery | Notebooks, pens, stickers | Low-cost, high-volume | $2-10/unit |
| Tech | Phone cases, webcam covers, cable organizers | Tech audience | $5-15/unit |
| Stickers | Die-cut, vinyl, laptop stickers | Lowest cost, highest distribution | $0.50-2/unit |

### Design Rules

- Logo placement: subtle and stylish beats giant logo across the chest
- Use brand colors but consider what looks good on the product (white logo on dark shirt, not dark logo on dark shirt)
- Design for the product shape — what works on a t-shirt does not work on a mug

**GATE: Present product selection and design direction before finalizing.**

---

## Phase 3: Build

### Deliverables

**1. Merch Design Brief**
- Product list with design placement per item
- Artwork specifications (dimensions, DPI, color mode, file format)
- Print method per product (screen print, DTG, embroidery, sublimation, pad print)
- Color specifications for each product/design combination

**2. Vendor Specification Sheet**
- Product SKUs, sizes, colors, and quantities
- Artwork file requirements per vendor
- Proofing requirements (digital proof, physical sample)
- Shipping and delivery timeline

**3. Budget Breakdown**
| Item | Unit Cost | Quantity | Setup Fee | Total |
|------|----------|----------|-----------|-------|
| T-shirts | $12 | 50 | $30 | $630 |
| Stickers | $1 | 100 | $0 | $100 |
| Mugs | $8 | 50 | $25 | $425 |

**4. Distribution Plan**
- How items will be distributed (shipped, handed out, included with orders)
- Packaging considerations for shipping
- Inventory tracking for remaining stock

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## Phase 4: Polish

### Quality Control Checklist

- [ ] Pre-production sample approved for each product
- [ ] Colors match brand guidelines on actual product
- [ ] Print quality verified (no bleeding, cracking, or misalignment)
- [ ] Sizes verified (especially apparel — check actual measurements)
- [ ] Packaging protects items during shipping

### Feedback Collection

After distribution, note: which items get the most positive feedback, which items are seen in use (social media posts, video calls), and which items gather dust.

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## Example 1: Customer Welcome Kit ($25 budget per kit)

**Items:** Branded notebook ($6), sticker pack ($3), enamel pin ($5), thank-you card ($1) in a custom kraft box ($4). Total: $19/kit + $3 shipping materials.

## Example 2: Event Giveaway Bag ($10 budget per bag)

**Items:** Cotton tote bag with screen-printed logo ($4), die-cut stickers x3 ($2), branded pen ($1.50), postcard with CTA ($0.50). Total: $8/bag + tote serves as packaging.

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## Anti-Patterns

- **Giant logos on everything** — nobody wants to be a walking billboard. Subtle, clever branding gets worn more often.
- **Cheapest option always** — a $2 pen that breaks immediately reflects poorly on your brand. Quality matters.
- **One-size-fits-all apparel** — only ordering mediums excludes half your recipients. Offer size ranges.
- **No sample before bulk order** — 500 ugly t-shirts cannot be returned. Always approve a physical sample first.
- **Overordering** — 500 units for 50 people means 450 units in a closet for years. Order realistic quantities.

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## Recovery

- **Budget is very tight:** Focus on stickers and digital items (wallpapers, templates). High perceived value, low cost.
- **No design skills:** Use vendor design services (many print shops offer basic design) or Canva templates adapted for merch.
- **Leftover inventory:** Repurpose as social media contest prizes, referral rewards, or include with future orders.
- **Rush timeline:** Use print-on-demand services (longer per-unit cost, but no minimums and fast turnaround) for urgent needs.