Sticker Collective had a catalogue of over 2000 designs, but no clear creative direction or strategy behind what was selling — and why.

One design in particular, a “Send It” sticker styled like the Supreme logo, was inexplicably outperforming everything else. That moment sparked a bigger question:

What makes certain sticker designs cut through?

The challenge was to transform a scattershot range into a focused, research-led system that could target niche communities, boost sales, and scale without losing its creative soul.

I rebuilt the creative strategy from the ground up. Starting with the “Send It” anomaly, I designed 10 variations to test audience preferences — and saw sales jump by over 300%. From there, I developed a quadrant-based system that mapped design styles to niche subcultures. This became our creative compass. We stopped trying to appeal to everyone and instead focused on speaking the language of specific communities from van lifers to cross-stitchers. Behind the scenes, I built an automated workflow from order to fulfilment, cutting delivery time from days to just one hour. The result: a sharper brand, a clearer identity, and a system built for growth.