Aeolidia to the rescue!
Knitwear designer Pam Powers had been in business for about eight years, but noticed that recent sales of her knitting patterns were declining. She started her business at a time when knitting was having a resurgence in popularity, and was able to make a full-time living selling patterns thanks to websites like Ravelry and Craftsy. But changes in the online pattern marketplace landscape left her business vulnerable. To combat these market fluctuations, Pam wanted to focus on her marketing efforts, customer traffic, and sales on her own website, so she needed a redesign.
She also wanted to expand her inventory to encompass her true passion, connecting eco-friendly knitters with sheep farmers. In order to build the socially-conscious business she dreamed of, she needed a rebrand. While she knew her target customer skewed older, she did not want a stodgy brand identity.
Aeolidia to the rescue!
We started with a logo redesign. Jess created a more elegant version of Pam’s existing mark that drew on her bohemian floral inspirations and incorporated subtle knitting imagery. Jess then created brand guidelines that included a muted color palette balanced with pops of bright, organic color. She also included patterns and textures that balanced rustic and elegant.
Do-Hee designed a web destination for Pam Powers customers that serves not just as a place to discover and learn, but a place to shop for patterns and materials, meeting Pam’s new business goals.
What Our Client Had to Say
Everything you have done is perfect! As you probably know, I tend to veer towards whimsical and cutesy, but I love this direction and it just feels right. As I am working on my next pattern collection, this branding is helping to keep me focused on the aesthetics of my target customer.
I had been bracing myself for branding that might be a bit stodgy or boring, but you blew me away with this beautiful design. It truly captures my business in a way that is sophisticated yet unique and artistic. I definitely have a thing for vintage botanical prints, so this is right up my alley. And it’s a nice diversion from balls of yarn, sheep, and tiny sweaters.
To create a sophisticated look that drew from rustic, bohemian inspirations, Jess created a brand palette that balanced neutral tones and bright pops of organic color. She subtly incorporated knitting iconography into the logo without relying on overused symbols.
Quick Brand Guide
We designed the site with a header section that can be used to market the strongest collection or product. Pam had a lot of portrait-oriented images for her business, so Do-Hee demonstrated how to “collage” images together to create a horizontal banner.
The home page emphasizes shopping, but leaves room for tutorials, as education is an important component of Pam’s brand.
The site design uses a lot of white space for a more clean and high-end look and feel, while layering in textures and subtle details as to not lose the warmth of the brand.
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