Designing a Moment of Rest in a Hustle Culture — YBB Agency

In the age of burnout, YBB’s “Catch A Break” proved that merch can do more than create hype — it can signal values. The agency came to us with a goal: to create an experience that reconnected creatives with each other and themselves.

What We Did

We designed a T-shirt featuring a handshake — a simple, powerful symbol of unity. But the real work happened around the product: we built a social campaign that shared the journeys of local creatives and helped reframe rest as a creative necessity. The event itself featured music, games, and intentional space to slow down.

What Brands Can Learn

For agencies, collectives, or lifestyle brands that serve creators, this is proof that merch doesn’t have to scream — it can soothe. When the story behind the garment reflects your values, people don’t just wear it — they internalize it.

We supported YBB not only with production and design, but with strategic storytelling that resonated deeply with their Gen Z and millennial community — a demographic increasingly driven by emotional alignment, not just visual appeal.

Insight Takeaway

Use merch to reflect how your brand cares. In a noisy world, intimacy and intention are what cut through.