For this project, I was challenged to choose an aesthetic and use it to reimagine a merchandise collection for Georgia State University. I chose Midwest emo, drawing inspiration from its connection to nostalgia, vulnerability, and everyday life. I developed a visual system that combines traditional collegiate design with the genre’s understated, lived-in aesthetic through muted colors, simple typography, distressed graphics, plaid, and utilitarian details. The final collection applies this identity across apparel and accessories, creating an alternative take on university merchandise.