Designing Community-Driven Merchandise to Spark Connections

At Yes Toronto, meaningful connections with strangers form the core of our ideology. This philosophy has driven the community’s growth to over 7,000 members in just three years. To embody and spread this spirit, we decided to launch our own merchandise—a tangible extension of our mission to foster positive and genuine connections.

Design and Concept Development

The inspiration for our merchandise came from a heartfelt story shared by one of our community members. During his first-ever solo trip, he carried a simple cardboard sign expressing his willingness to chat with strangers. His story of impactful conversations and meaningful connections resonated deeply with us, and it became the foundation for our merchandise concept.

I spearheaded the design process by creating a call-to-action message for the merchandise: “Just say hi to start a conversation with me.” I used Canva to design minimalistic yet vibrant visuals, integrating elements that reflected Toronto’s dynamic culture while keeping the focus on the message. The final designs featured this call-to-action prominently on t-shirts and tote bags.

Planning and Execution

To celebrate the launch, we planned a party in na backyard space and I managed the logistics for the grand launch event. The event featured a variety of activities, including:

  • A paint-and-sip activity.
  • A photo booth where members could try on the new merchandise and capture memorable moments.
  • A dance floor to keep the energy alive.
  • Food and drinks to create a welcoming and engaging atmosphere.

During the event, we also presented the first piece of merchandise as a gift to the community member whose story inspired the initiative. This gesture reinforced our commitment to celebrating and amplifying the voices within our community.

Post-Launch Impact

Following the launch event, we began selling the merchandise online through Yes Toronto’s website. The results were remarkable:

  • Each piece of merchandise became a conversation starter, with every purchaser introducing at least two new members to the community through the call-to-action message.
  • Our monthly revenue increased by 46%, providing vital funding for upcoming events and initiatives.

This merchandise launch not only solidified our brand’s identity but also enhanced the community’s growth and engagement. By combining thoughtful design, experiential marketing strategies, and meaningful storytelling, we transformed a simple product launch into an impactful community-building initiative.

Merchandise Photos