Merchandise & Retail Design
For the 25th anniversary of Mamma Mia! on Broadway, I led the design and creative direction for a full line of merchandise, balancing fun, theatricality, and brand consistency for both casual fans and devoted theatergoers.
Case Study
The Broadway revival of Mamma Mia! demanded a merchandise collection as celebratory and playful as the show itself. I designed an entire line of products, from apparel and pins to totes and souvenir books, ensuring each item resonated with multiple audience segments while staying true to the show’s iconic brand.
The Challenge
Extremely tight timeline: 30 design concepts to be produced in two days
Diverse audience: Must appeal to bachelorette parties, multigenerational families, and longtime fans
Brand integrity: All designs had to align with established show identity while feeling fresh
The Approach
Rapid audience research to understand different fan segments
Developed multiple design directions: subtle, upscale pieces vs. bold, theatrical designs
Streamlined production workflows for fast, high-quality delivery
The Work
Designed 30+ pieces, including logo tees, pins, tote bags, and a program.
Crafted cohesive color palettes, typography, and vector illustrations to unify the collection.
Produced high-fidelity mockups and provided all final assets ready for both print and digital merchandising platforms.
The Impact
The collection launched successfully time at the Winter Garden Theatre and Playbill.com.
Multiple items sold out quickly, demonstrating strong audience engagement.
Show producers praised the merchandise for enhancing the overall theater experience.
Ellie Dunn, Max Merchandising
“Katie’s elevated us many, many levels. She made me look great and I appreciate her so much!”
Randi Grossman, Max Merchandising