Carlie is a Michigan raised graphic designer who launched her brand Stuck on Michigan in high school. She took time off from the brand when she studied Graphic Design in college. She then went on to work as a full time graphic designer for brands like Sharpie, Rubbermaid, Yankee Candle and more. In 2020 she revamped the Stuck on Michigan brand which is now available in over 200 stores! They sell custom Michigan themed stickers, magnets, candles, apparel and more! Carlie has been ordering custom stickers and magnets for Stuck on Michigan from Car Stickers since 2021. We are thrilled to be able to ask her some questions about the brand, her sticker journey and Michigan!
Tell us a little bit about yourself! Give us your elevator pitch about you and Stuck on Michigan. How did you first get started, and what inspired you to launch your brand?
Hi! I’m Carlie—a graphic designer based in Grand Rapids Michigan. I started Stuck on Michigan in High School when my tech center acquired a sticker printer. I designed and printed my first sticker and started selling on Etsy. I didn’t sell very many but it was a fun way to make a little extra cash to buy a coffee here and there.
Fast forward to 2020 — being locked in my apartment for weeks due to COVID, I thought no better time to revamp my brand and see what could come of it. I bought an Ipad, started sketching and came up with a bunch of new ideas all centered around Michigan. I started selling on Facebook Marketplace and it just grew from there. I now have sold to over 200 stores across Michigan and have grown my Instagram to almost 10,000 followers!
How did your background in graphic design help shape the way you relaunched Stuck on Michigan in 202? What was it like transitioning from designing for big brands like Yankee Candle to building your own business?
When I relaunched SOM, I knew that there was a need for more unique, thoughtfully designed Michigan themed goods. here’s no shortage of Michigan merch out there—but so much of it looked the same: templated, overly busy, and missing that thoughtful touch. I knew that with my background and knowledge of design, I could do something really special.
Having designed for major brands like Rubbermaid, Yankee Candle, and Sharpie, I learned how crucial it is to understand your audience and design with purpose. I brought that same mindset to SOM—creating Michigan-inspired goods that resonate with both locals and visitors who appreciate quality and good design.
One of Carlie's popular stickers designs celebrating the word 'pop' used in Michigan rather than the word soda.
Who is your typical customer for Stuck on Michigan and how do you usually connect with them?
My customers are anyone who shares a love for Michigan’s lakes, towns, and outdoor lifestyle. I connect with them mainly through pop-up events across the state, rotating locations each year to meet new audiences. The communities along Lake Michigan tend to be some of my most successful and enjoyable shows.
It’s really cool to learn that you were making stickers back in high school and college! What kinds of designs were you creating then? Were they similar to the style you’re known for now, or has your approach evolved since revamping the brand in 2020?
My first sticker was actually a Michigan design! After that, I made all kinds of things — whatever was trendy at the time. Lots of animal illustrations and Aztec patterns. Definitely very different from what I’m doing now. Once I started focusing on the Michigan aspect, I really found my niche and my style came together.
How did you find Car Stickers? What led you to wanting to move to using a sticker supplier? What has kept you using Car Stickers?
I had been using a different supplier for a long time, but I kept finding myself disappointed in their quality — the stickers would curl, the ink printing was striped, and the color very off. I knew I wanted to find a more reliable and easier way to have my stickers printed and I’m so happy I found Car Stickers! I’ve never been disappointed in any of my orders since ordering through Car Stickers.
Some of the matte vinyl standard die cut holiday themed stickers designed by Stuck on Michigan.
Is there one type of sticker you would recommend to anyone?
I swear by the matte die cut stickers. They’re laminated and work great for any smooth surface.
What’s been your biggest challenge as a small business owner in general, and how did you overcome it?
Having time for all the different roles as a business owner. Learning to let people help on things that you don’t have expertise on (taxes, bookkeeping, etc)
Your designs are amazing! You do such a great job of capturing trending aesthetics while keeping your own unique brand style. Where do you usually find inspiration, or what does your creative process look like? Do your ideas come from a set process, or do they just flow naturally?
Inspiration really comes from everywhere. A lot of my ideas just appear out of the blue — my best-selling Pizza Ranch design actually came to me while I was eating at an Italian restaurant! I often pull ideas from Midwest culture, funny sayings, and meme pages (that’s where “It’s not the heat, it’s the humidity” came from). For overall style and illustration direction, Pinterest is a huge source of inspiration as well. I try my best to keep everything very original, I never want to copy another artist so that’s very key to me as well!
Images sourced from Stuck on Michigan's Instagram page of custom engraved wood stickers on cherry wood.
You’re in over 200 stores, WOW! That’s really incredible. Did you start selling online or in retail? How did you get into all of these retail spaces?
I launched my business online through Etsy, and in the early days, wholesale was definitely a challenge. I spent a lot of time reaching out to stores directly with limited success. Once I joined Faire—a wholesale marketplace for retailers—everything changed. My stockist list started growing quickly, and it opened up a whole new audience for my products.
What kind of advice would you give to someone starting a business and wanting to sell in retail?
The biggest thing is to find your niche. Ask yourself: what sets your brand apart, and who are you trying to reach? Understanding your audience and how to connect with them is key. Starting a business is a huge commitment and, from my experience, it usually grows slowly at first — so be patient and stay consistent.
Would you say social media or word of mouth is more important for a brand like yours? Or is it a combination of both?
I’d say a combination of both!
Stuck on Michigan glassware utilizing custom printed transfer decals around the glasses.
Do you do all of the designs yourself at this stage or do you have a team of designers?
All of the Michigan designs have been done by myself! I am working on a new project — Stuck on Maine and reached out to two designers to help get that project off the ground quickly.
Do you use stickers for promotional purposes in addition to the sticker products in your inventory? For example, do you use logo stickers as order freebies or any other sticker marketing strategies. If so, has that been successful for you?
At my pop-up events, I offer free brand stickers to anyone who follows me on Instagram. I keep a bowl of them at my booth, and it’s been a really effective (and fun) way to grow my social following while giving people something tangible to take home if they didn’t want to purchase anything. Definitely a win-win!
Do you see Stuck on Michigan stickers on cars, water bottles, and in general all around? Have you ever seen one in place that surprised you?
It’s funny — I actually don’t see my stuff out in the wild very often myself! But my friends are always sending me sneaky photos of people wearing my hats or sweatshirts, or cars with my stickers on them. One of my favorites was when comedian Joe Dombrowski posted my Pizza Ranch sticker on Facebook after spotting it on a random car in Seattle, Washington. That was wild.
Stuck on Michigan's iconic 'The Original Pizza + Ranch Michigan ©' Design on a custom magnet.
Do you have one design that is your top seller for stickers and magnets?
My funny stickers and magnets definitely sell the best! The Michigan Pizza & Ranch design has been my all-time top seller — I even went as far as copyrighting it!
We absolutely love your Ranch and pizza design! What is the reference there? It’s fun to look at your designs and see all of the fun phrases and designs that resonate with your Michigan audience so specifically.
If you visit the Midwest, you’ll understand our obsession for Ranch. During college I worked as a waitress and every time someone ordered pizza, they’d also ask for Ranch. It’s a lifestyle here. I designed it as a joke and was shocked how much Michiganaders loved it.
Any advice for other business owners thinking about using stickers for their brand?
I think it’s an easy and affordable way to share your art with others. I think it’s a good first product to start with and test what designs will sell well.
Where do you like to stick your own stickers—water bottles, laptops, packaging, something else?
Personally, I am more of a sticker collector. It stresses me out trying to figure out where to put my stickers. I’m still waiting for the perfect spot for most of them.
What are some things you love about Michigan that want the world to know? If I was going to take a trip, are there a few places you’d recommend?
So many places! Definitely visit in the Summer — our winters can be rough.
Traverse City for a wine tour. Sleeping bear dunes for the best views of Lake Michigan & our iconic sand dunes. Mackinac Island is so charming and one-of-a-kind—grab a tea at the Grand Hotel. Pictured Rocks for hiking or sightseeing. Honestly, anywhere in the UP is absolutely stunning. Michigan is definitely underrated.
Any final things you want to share about Stuck on Michigan? Any events coming up you want to promote?
Nothing specific, excited to continue to grow and try out selling products for other states. Keep an eye out for Stuck on Maine products.
Huge thank you to Carlie for sharing her journey with us at Car Stickers today. Keep up with Stuck on Michigan on Instagram and keep an eye out for their new products and shop Michigan classics too on their online shop!
