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Brand Refresh Case Study for a Knitwear Company

by Arianne Foulks

October 16, 2018

If you’re even a bit interested in hiring Aeolidia to design your logo or website, this brand refresh case study should be enlightening.

We recently set up a profile on Clutch, a web design agency directory, and their team reached out and has begun interviewing some of our recent clients over the phone so people can get the full story on what it’s like to work with us. We have no control over what anyone says in these, so it’s a great way to see that we do fulfill our big promises to clients.Last year, we worked with knitwear designer Pam Powers of Pam Powers Knits on a brand refresh, including a logo redesign, migration of her shop from Squarespace to Shopify, and design and development of a custom Shopify website. Along the way, our team also provided business coaching and website analysis that gave Pam better insight into how her online shop is performing and where her website traffic is coming from.

Here is what Pam shared with the team from Clutch about her experience working with us:


Introduce your business and what you do there.

I’m the owner of Pam Powers Knits. I’ve been a knitwear designer for about 10 years, selling knitting patterns, kits, and paraphernalia on my website.

Brand guidelines for Pam Powers Knits designed by Jess Levitz
Brand guidelines


What challenge were you trying to address with Aeolidia?

My sales had been declining over the last few years and my website was outdated, so I figured it was time to redesign the site and target customers more effectively. I needed a vendor that could help me understand my audience better, improve website performance, and refresh the website and overall branding of my business.


What was the scope of their involvement?

At first, I worked with a business coach at Aeolidia who took some time to understand my business and my goals. Through some analysis, she provided me with a report that detailed the demographics of my customers and current site performance.

From there, I started working closely with a graphic designer on branding. After realizing my audience was generally older than I had originally thought, Aeolidia’s team helped redesign everything (i.e., logo, product packaging, booth signage, etc.) to better target a more mature audience.

Then, I worked with a web designer to transition the products, videos, and digital files on my Squarespace website onto a Shopify platform.

What is the team composition?

Depending on the phase of the project, I either worked primarily with a business coach, a graphic designer, or a web designer. I also had a project manager available through each phase who was less hands-on.

How did you come to work with Aeolidia?

I’ve been following the work of Arianne Foulks for years and had been in touch with her in the past when her company was smaller. I’ve always liked her work, so I’ve kept her in mind until I was ready to reach out.

Custom Shopify website design for Pam Powers Knits

How much have you invested with them?

I’d guess that I’ve invested about $30,000 with them.

What is the status of this engagement?

We started working together in January or February 2017 and the site launched in October that year.


What evidence can you share that demonstrates the impact of the engagement?

I don’t have access to the exact metrics, but I know our website traffic and conversion rates have increased. I’ll be promoting the redesign next month, so I expect to see significant improvement after that.

Overall, I’m incredibly happy with the new look of the website and branding. They did a great job in every phase of planning.

How did Aeolidia perform from a project management standpoint?

They’ve performed incredibly well from a project management standpoint. Each phase of the project was organized and headed by one person.

We utilized Basecamp, which I found to be very efficient for this type of project. Although the process is time-consuming, their team was on top of every stage. I never got the feeling that they were too busy with other clients to cater to me.

greeting card print design knitting business, part of a brand refresh

What did you find most impressive about them?

Aeolidia is the most cohesive team I’ve ever worked with. They’re very proactive about problem-solving and collaborating amongst their team—they aren’t siloed by department. I had a lot of odd features on my website, but their team was able to handle it all seamlessly.

Are there any areas they could improve?

No, my biggest issue had to do more with me than with them. The website design moved very quickly and required a lot of my time, which I wasn’t prepared for.

Do you have any advice for potential customers?

Understand that they’re very proactive about getting work done in a timely manner. If you’re developing a new product or planning to overhaul your brand, it requires a lot of your time. Make sure you’re not too busy to commit the time needed to successfully do that. It’s not a role that can be delegated to just anyone—it’s too important.

Are you ready for a brand refresh?

If you found yourself nodding your head in agreement and feeling like your business is in a similar position to Pam’s before she started working with us, it might be time for a brand refresh.

Our area of expertise is with businesses at the tipping point who need a push away from their DIY efforts and over to where they can make much bigger sales. Whether you’re looking for a logo redesign, help renaming your business, custom design of your Shopify website, or even product photography, we can help!

Download our free guide to forecasting your website design ROI below to learn how long it will take for your new website to pay for itself, or request our rate sheet.

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