Custom branded merchandise
Limited-edition mahjong set
Levy Recognition partnered with the Southeastern Conference to create a fully custom Mahjong experience that balanced familiar gameplay, SEC-wide appeal and limited-edition collectibility. Traditional tile language was reimagined through a chinoiserie-inspired watercolor world, carried across custom tiles, a 33-inch playing mat, coordinated packaging and a field guide.
A Conference-Wide Design System
Designing for the full SEC required a visual identity that felt connected to the conference without favoring one institution, mascot or team color. Recognizable suits and honors kept the set immediately playable, while watercolor motifs, decorative borders, navy accents and soft secondary colors created one cohesive visual world across every tile face, back and edge.
From Concept to Production
Every component was developed as part of one coordinated system. Custom tile artwork was built around the final production dimensions and layered side striping, while the 33-inch square mat expanded the watercolor story across the playing surface. Carrying bags, interior tile and rack bags, embroidered details and a double-sided field guide completed the experience.
Designed to be Played, Displayed and Remembered
The final SEC Mahjong set combines clear gameplay with the detail and finish of a collectible object. Consistent color, watercolor illustration and coordinated production artwork connect each element, from the first tile drawn to the mat, packaging and supporting materials.
The finished set was a major success, with guests praising both the design and the care behind it. The SEC later requested the custom mat artwork and individual school watercolor files for its creative records, extending the system beyond the original event.
Ready to build recognition that stands out?
Levy Recognition creates custom awards, employee programs, gift suites, and branded merchandise designed to feel thoughtful, memorable, and made for your team.
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