Calle Palermo
Merch Design & Creative Direction
From concept to creation: wearable identity for an indie band.
For this project, I collaborated with Calle Palermo, an independent music band, to design their official merchandise. I was responsible for the full process—starting with the concept design of the pieces, aligning them with the band’s essence and aesthetic.
Once the designs were finalized, I screen-printed the shirts by hand using the serigraphy technique, ensuring quality and a personal, crafted feel. To bring the merch to life visually, I also led the creative direction and execution of a promotional photoshoot, selecting models, styling the shoot, and capturing the final images myself.
The result was a cohesive merch campaign that reflected the spirit of the band, strengthened their connection with fans, and expanded their visual identity beyond the stage.
Behind the Process — Screen Printing as Design Practice
This project allowed me to step beyond the digital and into the tactile. The screen printing process became a form of design meditation—requiring patience, precision, and trust in the handmade.
From preparing the mesh and aligning the frames to pulling ink across fabric, each step reminded me that design doesn’t always live behind a screen. Working manually deepened my appreciation for craft and taught me how physical processes inform visual thinking. It’s a practice that shaped not only this project, but also how I approach design: slower, more intentional, and grounded in process.
