I led apparel and merchandise design for Middle Class Fancy under the Doing Things Media portfolio, translating the brand’s relatable, lifestyle-driven humor into products that resonated with a broad audience. Within Doing Things’ network of social-first brands, I balanced consistency with the brand’s distinct voice, ensuring every piece felt authentic while meeting performance goals. My role spanned concepting, design execution, and production-ready files, along with paid social creative built to convert. I collaborated closely with brand managers and leadership to capitalize on trends, turning everyday insights into scalable, high-performing merchandise that drove significant revenue and extended the brand beyond content.