New York Offsite: Whitestone Avenue

A large group of smiling people posing together on a staircase inside a building decorated with blue and white balloons, possibly celebrating an event or gathering at night.

Client
Whitestone
Year
2025

A person holding a blue New York City-themed brochure or map with a keychain attached, standing outdoors on a sidewalk with green plants in the background.
The word 'inspiration' written in large, bold, black letters.
A white baseball cap with green and blue embroidery resting on a surface covered with assorted stickers, with a blurred background of parked cars and trees.
Blue T-shirt with 'New York City' design hanging on a black hanger, attached to a chain-link fence at a basketball court with trees and a building in the background.
Nighttime indoor event with a large group of smiling people seated on wooden stairs, decorated with clusters of blue and white balloons, in a room with a glass ceiling and warm lighting.

Every year, our team comes together for an offsite retreat, offering a chance to step away from the day-to-day, bond as a team, and map out what's next. This year, we went back to our New York City roots, where Whitestone started in 2013. And to commemorate the experience, we created something special: the Whitestone Avenue collection. 

This collection was designed with the soul of New York in mind. From the subways to the skyline, every detail was handpicked to inspire connection, creativity, and community.

Open MacBook laptop showing a webpage with the heading 'Redemption' and images of two men wearing T-shirts.
The image contains large, black text that reads "The Plan".

Our goal was to design a kit that blended storytelling with functionality, using products that weren’t just souvenirs, but authentic, useful pieces our team would be excited to own. To make it even more personal, we built a private redemption site before the retreat.

Employees could browse mockups, compare colorways, and choose their preferred cuts, colors, and designs. This gave each person ownership over their kit, eliminated guesswork, reduced waste, and made sure every piece was worn with pride.

A dark brown background with black text that reads "The Product".

The collection brought New York’s iconic spirit to life through thoughtful, customized details:

Outline drawing of a short-sleeved T-shirt with a round neckline.
Icon of an open book with a bookmark at the bottom.
Outline drawing of a water bottle on a black background.
Line drawing of a baseball cap.
Icon of a backpack on a black background
Icon of a camera with a flash and control buttons.
A black background with a white outline of a smartphone displaying three circles and two squares.
Outline drawing of a jacket with a zipper, two front pockets, and a collar.

RICHER POORER TEE: Relaxed fit tees in crop or standard cuts, with designs inspired by our Gold Street roots and hand-sketched NYC imagery.

DENIK NOTEBOOK: FSC-certified notebooks with landmark sketches tied to Whitestone’s story, plus a tip-in letter from our founder.

BINK DAY BOTTLE: Glass bottles with silicone sleeves in five colorways, finished with a debossed Avenue mark.

DAD HAT: Vintage-inspired hat with custom embroidery, nodding to our 2013 founding.

CANVAS TOTE BAG: NYC workwear-inspired tote with embroidered details and functional extras.

FOTOFOTO CAMERA: Refillable cameras made from 100% upcycled waste, branded with Whitestone Avenue belly bands.

PIN PACK Collectible enamel pins designed with a custom Pantone palette.

CHORE JACKET: A standout piece inspired by NYC workwear, crafted in heavyweight cotton with tonal embroidery.

Blue t-shirt with white graphic design of a bridge, street signs, birds, and the text 'NEW YORK CITY, EST. IN NYC 2013'.

RICHER POORER TEE

A baseball cap with a beige crown, navy blue bill, and navy blue button on top. The front of the cap has the embroidered words "Whitestone Avenue" in dark green.

DAD HAT

Three boxes featuring stylized line art illustrations of New York City landmarks, in red, dark blue, and light blue colors, labeled 'Whitestone Avenue' at the top.

DENIK NOTEBOOK

A white instant camera with horizontal blue stripes on the front, placed on a textured beige block. The camera features a black lens and a small rectangular viewfinder.

FOTOFOTO CAMERA

A pink water bottle with the words 'White Stone Adventure' embossed on it, placed on a concrete block against a plain beige background.

BINK DAY BOTTLE

A collection of colorful pins on a pink card with the words 'Whitestone Avenue' at the top. The pins include a coffee cup labeled 'New York,' a bird, a slice of pizza, and other designs. The card is positioned in front of a gray rectangular block on a beige surface.

PIN PACK

Blue t-shirt with 'New York City' graphic hanging on a black hanger in an underground subway station with Manhattan sign and tiled walls.
A woman with dark hair in a bun, wearing sunglasses, a beige jacket, black pants, carrying a beige bag, walking through a city street filled with plants and flowers. There are buildings and people in the background.
A display of various lifestyle and fashion items including a beige and navy baseball cap with
The image shows a close-up of a green backpack with a label that reads 'Whestone Collection.' Inside the backpack, there is a pinkish-orange portable speaker and a silver laptop partially visible.
A person wearing a beige sleeveless jacket with a green tote bag over their shoulder standing at a street crosswalk in an urban area, with a cyclist and cars visible in the background.

CANVAS TOTE BAG

Three brown, tan, and green button-up work jackets hanging on a rack in a store.
Brown uniform shirt with white buttons and embroidered white text 'Whitetone Avenue' on the left chest pocket.
A woman taking a selfie with a vintage camera, her face partially covered by the camera, standing in front of a white door with glass panels and decorative stickers. She is wearing khaki shorts, a dark green jacket, a hat, and has a shoulder bag. There are hanging vines in the foreground and a large Coca-Cola sign with the words 'GAX' visible through the glass.

CHORE JACKET

A small hand sanitizer bottle with a white pump, a black string with a white hand design and text, and several colorful flyers or postcards with city-themed designs and messages about New York City.

SMALL EXTRAS

A yellow, scratched metal table with a blue booklet, a white electronic device with a lens, a bottle of hand sanitizer labeled 'Dirty City, Clean Hands,' and a black container filled with colorful brochures or magazines.

Beyond the final collection, the process itself was a masterclass in iterative storytelling and intentional design, where every detail supported the retreat’s energy and meaning.

Close-up of the word 'Results' written in large, black, serif font.

  • 100% team participation in the redemption site, with each person customizing their kit.

  • Zero wasted inventory by producing only what was selected.

  • High engagement during the retreat, with merch becoming a catalyst for bonding, team activities, and a citywide scavenger hunt.

  • A kit that lives beyond the event. Functional, stylish, and infused with Whitestone’s story.

This project showcased how branded merchandise can be more than a giveaway, it can create branded culture moments. From surveys and sourcing to decoration, fulfillment, sustainability, and tech, Whitestone delivers kits that connect people to culture in meaningful, lasting ways.

A group of people smiling and posing outdoors near a body of water, with umbrellas overhead and city skyline in the background during evening or sunset.
A row of colorful water bottles in mint green, brown, white, blue, and orange are lined up on a city sidewalk in front of a rusty street post covered with assorted stickers. The background shows a blurred urban street scene with a person in red, a car, and buildings.
Group of people at a social gathering, hugging and conversing under a decorated outdoor structure during sunset.
A street scene featuring a sidewalk, brownstone buildings, and a row of parked bikes. A pedestrian crossing signal shows a red hand and walking figure, indicating to stop.
EXPLORE CAPABILITIES
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