“Dark History” is a popular youtube series created and hosted by Bailey Sarian that features the dark, mysterious, and dramatic stories our teachers never taught us. Our client wanted a merch collection that would encapsulate this series for her fans.

Bailey Sarian's Dark History series seamlessly weaves story and education, which inspired the choice of Vintage Horror as the art direction. These elements patterned with Bailey’s brand and personal aesthetic, led to the Vintage Horror art direction. Drawing from 80s Stephen King book covers with bold title fonts and Saul Bass' textured approach in The Shining movie poster, the design incorporates stippling for a grunge texture. Albert Kallis' influence is evident in the thoughtful composition. The deliberate use of a limited black, white, and red palette creates a stark contrast, reserving red for strategic foreground elements. The design incorporates popular sayings from Dark History, a trio of crows forming a murder, and a central eyeball as the focal point. Notably, the crows pay homage to the recurring character Joan Crow-ford, a crow statue featured in the series. This design aims to resonate with fans by encapsulating the essence of Dark History while harmonizing with Bailey's established style.

“Dark History” is a popular youtube series created and hosted by Bailey Sarian that features the dark, mysterious, and dramatic stories our teachers never taught us. Our client wanted a merch collection that would encapsulate this series for her fans.

Led the project through every phase, providing art direction to ensure cohesive alignment across the Dark History merchandise collection and marketing campaign. Designed all merchandise and digital assets, including site banners, collection tiles, and organized product images for each PDP.