Tribeca Moms Club case study · 2022–2024

From the first merch drop to a full lifestyle brand. Built right alongside her.

A lifestyle brand + merch line out of Tribeca, for moms (and non-moms) who love the finer things.

Client
Tribeca Moms ClubFounder · Madison Rae @themadisonrae
Where
Tribeca, New York City
Worked together
2022–2024
The work
Brand identity, merch drops, then a full rebrand
A hunter green shopping bag with the script logo
The monogram + cherry brand pattern printed on cream
Madison in the HOT MOM cherry sweatsuit outside a brownstone
The In My Hot Mom Era keychain
01Where it started

She asked. I answered.

Back in early 2022, I was freshly a stay-at-home mom, trading my in-house design job for full-time freelance. I followed Madison Rae, a mom of two in Tribeca with a big following on Instagram, and one day she posted on her story asking who could design a logo. I replied, and that's how it all began. She'd made her own logo in Canva and was about to relaunch her hats and do a crewneck, so my advice was to do the logo and branding first, so everything she sold after that would live under one real brand. She was in.

Her original Canva logo: tribeca moms club in green, curved around a triangle
Before · her Canva logo
a cool logo going for Tribeca moms clubs which includes my triangle (Tribeca stands for triangle below canal) as like THE logo
Just did it. That was hard. I need to study more.

February 2022 · Madison, on what she wanted + after filling out my questionnaire

Her answers to my brand questionnaire told me pretty much everything:

Your brand in one word?chic lol THESE ARE HARD!!
What should the new logo do?Elevate and solidify my brand
Colors in mind?Kelly Green, Fun purple, Tans
Anything that must be included?Triangle
What makes a logo successful?Makes ME excited
Anything else?THANK YOU! this test was hard and I need to do my homework.

Oh, and on every "where does your brand fit" slider, she went all the way to 5: modern, friendly, hip + trendy, unique.

02The first brand

Groovy, bubbly, very 2022.

Fun and chic, in her colors. So I went bubbly: puffy retro lettering with a chunky drop shadow, in a palette built off her kelly green, fun purple and tans. She was worried kelly green and purple would go full Barney, so I muted them. And the triangle she asked for got its own submark.

Round 1 ended up being 8 logo directions, because her vibe was literally one of my favorite aesthetics ever and I couldn't stop. Her favorite was #6, and it made it all the way to THE logo.

Logo #6 from the first round of drafts: bubbly pink letters with a green shadow, over the first color palette
Round 1 · #6 + the first palette
I am freaking out!!!!!! Obsessed and the color are perfection.

February 2022 · Madison, the day after the first drafts

The original primary logo: bubbly pink lettering with a green drop shadow, on lime
Primary logo
The original secondary logo in green, on blush pink
Secondary logo
The original submarks: the name inside a triangle, and a TMC badge with sparkles
Submarks · the triangle + the TMC badge
The submarks as die-cut stickers
As stickers
The original logo in twelve color combos from the palette

Mix + match: every logo came in a bunch of color combos

Forest Green#5A774A
Blush Pink#F0CDC6
Camel Brown#D29162
Hazy Purple#A39DC3
Lime Green#C4C471
A green bucket hat with the embroidered logo
A canvas tote with the triangle logo
A lime green mailer box with the logo
A sticker pack with the TMC stickers
Cards in every color combo

The mockups from her style guide, March 2022

And then it was on hoodies, shorts and hats, all over the city.

Madison in the gray bubbly logo hoodie, with her chihuahua
Madison in the bubbly logo hoodie on a crosswalk
Madison in the cropped logo hoodie, mirror selfie

December 2022 · she gave away hoodies to say thank you to her followers

The logo on gray sweat shorts
The bubbly logo on a cream dad hat
A fresh logo hat, still in the bag
03Merch, merch, merch

Then came the drops.

Once the brand was out there, she kept coming back for more merch. Shirts, crewnecks, sweatsuits, hats, socks, totes, keychains. Every drop got its own graphic, and most of them were limited, one-time drops. The first Hot Mom Summer long sleeve sold out fast, and the Hot Mom Fall drop sold out within minutes.

Summer 2022 · Hot Mom Summer

HOT MOM SUMMER stacked in purple on the back of a white long sleeve

The first drop: HOT MOM SUMMER, stacked down the back in bubbly purple

Fall 2022 · Hot Mom Fall

The Hot Mom circle graphic on the back of a charcoal long sleeve
The Hot Mom circle long sleeve on a NYC crosswalk
The Tribeca Moms Club chest print on a charcoal long sleeve
The green heart graphic on the back of a gray sweatsuit
The heart sweatsuit from the front, crossing the street

Early 2023 · In My Hot Mom Era

The In My Hot Mom Era motel keychain in an elevator
The keychain on a bag handle
The In My Hot Mom Era socks, legs up against a pink wavy mirror

The keychains + socks, plus a few "hot mom" pieces below

Black joggers with a small hot mom print
The hot mom joggers with a denim jacket
A white cropped tee with a pink hot mom print
A cream hot mom cap

Summer 2023 · Hot Mom Summer, round two

Madison in the palm tree long sleeve in a slot canyon
The green palm tree tote at the market
The palm tree long sleeve tied around her waist, walking through the canyon
The green palm tree tote, packed for the desert trip
Madison in the palm tree long sleeve, mirror selfie at home
The palm tree Tribeca Moms Club tee
The pink palm tree graphic on a dark green crewneck
The palm tree tote hanging by the door

Palm trees, pink + green, and she took them to the desert · July 2023

04The rebrand

A mindset, a vibe, and a way of life.

By fall 2023, Tribeca Moms Club wasn't just merch anymore. It was turning into a full-on lifestyle brand, so we rebranded. The bubbly letters became a flowy, romantic script, and the palette grew up too: hunter green, deep magenta, powder blue and a vintage cream.

Her inspo was all old-school New York glam: swirly script, big dramatic serifs, and a cherry martini.

Inspo: a swirly red script logo
Inspo: a red line drawing of a martini with two cherries
Inspo: her moodboard of New York serif type, scripts and a cherry print

The inspo she sent me for the rebrand

FreshFunRomanticCleanLight-heartedFriendly

The six words from her new style guide

The new primary logo: Tribeca Moms Club in a cream script on hunter green

The primary logo

The horizontal secondary logo in magenta on cream
The stacked secondary logo in cream on magenta

Secondary logos

The TM Club monogram submarks on powder blue
The stacked TM Club monogram submarks on cream

Submarks · the TM monogram

The heart cherry illustration in magenta
The heart cherry
Two brand patterns: the monogram in green, and monogram + cherries in magenta
The patterns

She asked for a hot mom cherry, so I drew the heart cherry to break up all that script. It went into the patterns, and then onto pretty much everything.

Soooo excited for this. TMC is evolving!
Vibrant is what my gut says.
Patterns are perfect. The cherry one sparks so much joy

October 2023–January 2024 · the rebrand, in our emails + DMs

Hunter Green#2B4C43
Deep Magenta#832B4F
Powder Blue#9FBCC5
Vintage Cream#EAE3DA
Carbon Black#231F20
A magenta business card on a leather chair
Magenta business cards fanned out on velvet
A magenta tote with the script logo, between wine bottles
A hunter green tote with the oval monogram
A hang tag with the stacked TM Club monogram
A green bucket hat with the TM patch
A notebook in the green monogram pattern
A cream book with the script logo, under a cocktail
Green monogram coasters under a cocktail
A stack of magenta boxes in the cherry pattern
A magenta tote with the stacked TM Club monogram, hanging on a wine rack

The mockups from her new style guide, January 2024

05Hot Mom

One graphic to keep.

The HOT MOM heart cherry merch graphic in cream on hunter green

The drops come and go, so I added one merch graphic to the rebrand that's here to stay: HOT MOM, her mantra, hanging off the heart cherries. It's the staple of the whole merch collection. The first cherry drop went live in March 2024.

The HOT MOM merch graphic

Madison in the HOT MOM cherry sweatsuit
Madison in the HOT MOM crewneck in an elevator, with her son
The cherries on a magenta tee
The HOT MOM crewneck laid out on sand
The cherries on a powder blue cap
The Hot Mom cherry socks
The Hot Mom socks, feet up
The Hot Mom socks with sneakers

Tees, crewnecks, sweatsuits, totes, hats + socks

And in April 2024, the cherries came back as a Mother's Day drop: pink HOT MOM keychains and cherry socks.

The pink pearly HOT MOM keychain with the cherries, on her keys
The pink HOT MOM keychain on a taupe bag
The cherry Hot Mom socks, feet up in bed
06In the wild

Hot moms everywhere.

The best part? Every drop, her comments filled up like this:

Omg need
need the sweatshirt asap lol
Okaayy, I just got 4 key rings - one for my besties and I
does the bag come with the keychain i just ordered?

From her comments, 2023

And then they started posting it themselves, from New York to Los Angeles to Houston to London.

A follower in the HOT MOM crewneck with a stroller
A follower's mirror selfie in the HOT MOM crewneck
A follower pushing a stroller in the Hot Mom circle long sleeve
A follower's selfie in the hot mom cap
A follower at the gym in the hot mom cap
The pink HOT MOM keychain on a follower's rooftop table
A follower's In My Hot Mom Era keychain on her keys
A follower's In My Hot Mom Era socks with sneakers, in black and white
The hot mom joggers with a bracelet stack
The mom sweatpants on a coffee run in Mexico City
The In My Hot Mom Era socks with pink sneakers
The hot mom joggers out on a walk
The In My Hot Mom Era socks on a rug
The bubbly Tribeca Moms Club cap in the car

Her followers, tagging her in their merch

The best compliment? Copycats. An Etsy shop copied the Hot Mom merch, and another account copied her merch and the rebrand, colors and all. Imitation, flattery, etc.

07Two years together

From one story reply.

  1. Feb 2022The first brand
  2. 2022–2023Four merch drops
  3. Jan 2024The rebrand + HOT MOM
  4. Now67K on IG + a weekly Substack

These days, Madison's audience just keeps growing: 67K followers on Instagram (and growing every day), plus her weekly Tribeca Moms Club Substack with 1,000+ subscribers. And yes, there's still a 🍒 in her name.

Her Substack cover: the magenta script logo over a photo of Madison
Her Substack cover, script logo and all
The Tribeca Moms Club Substack archive, with her weekly posts
A new post every week · October 2026

Fun fact: that's also how I met Bridgid from Gather. She was a fellow Tribeca Moms Club member who found me through Madison.

08All the photos

Everything on file.

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