In order to create a tangible connection between Jules and her fans, I decided to create her own shop and line of merchandise. This includes sweaters, t-shirts and tote bags. By wearing or displaying the artist's merchandise, fans become walking billboards for the artist, promoting their music and brand to others. In order to do this I used photoshop. It took me a long time to produce everything as first I had to think of unique designs and then edit the photos for them to fit both in the front and back of each product. I selected the base of every purchasable piece of clothing and bag to be white, allowing me to have more possibilities when selecting the colours in the design. There are a few designs or photos I used in more than one product as I thought they fitted Jules aesthetic perfectly. Her name is present in almost every sweater and t-shirt, making fans familiarise with it and therefore connect her name with her star persona and public image. “Out of the black, into the blue'' is repeated several times throughout the music video of “Get Free”. It also represents Jules mindset and way of thinking, making the designs meaningful apart from having an aesthetically appeal. Merchandise helps artists to establish and reinforce their brand identity. By creating unique and creative merchandise that reflects Jules personality and style, she is able to differentiate from other musicians and establish a stronger connection with fans.