Aeolidia to the rescue!
When Jenny Rushmore contacted us, she had been blogging about plus size sewing for six years. In late 2015, she started selling patterns, fabrics, and fashion sketchbooks on her website, but her online presence was still very much “blog with a shop,” as she describes it. In order to meet her new business revenue goals, she needed her website to function as a “shop with a blog,” without losing any of the important search traffic she had built up. In addition to prioritizing the e-commerce portion of her website over blog content, she wanted a more sophisticated website design, something that felt more like a clothing brand than a craft website. She also wanted to seamlessly integrate the three separate back end software programs she was using to manage her blog, shop, and online courses.
Aeolidia to the rescue!
We designed a more sophisticated brand for Cashmerette that emphasized clothing, not craftiness. While Jenny’s logo had served her brand well up until this point, Christine felt it needed to be reimagined. She stripped it and all of Cashmerette’s branding of its sewing iconography, and replaced illustrations with bold, bright patterns reflective of fabric patterns for the brand’s print and package design.
We redesigned the Cashmerette website with the new, sophisticated branding, and made the e-commerce portion front-and-center while still hanging on to the blog and its all-important search traffic.
What Our Client Had to Say
We worked with Aeolidia to help continue evolving Cashmerette, from its origins as a home-made one-person blog, to its new status as a professional store focused on selling patterns. Creating a custom template allowed us to have a more polished and frictionless user experience, and add the various features we wanted. The refreshed brand identity work also made it easier for us to have a consistent brand look and feel across all our marketing touchpoints.
We started this project thinking we would design a brand identity around Jenny’s existing logo, which had served as a wonderful launchpad for her brand. But her logo, which incorporated sewing imagery, needed a refresh if she wanted to fully depart from a “crafty” brand image. Christine designed a sophisticated word mark, removing the needle iconography from the logo lettering. The resulting script logo feels polished and reminiscent of sewing without ever having to show a thread or needle.
To keep the Cashmerette brand feeling more like a clothing company and not like a crafty brand, Christine opted against illustrations and instead designed six bold, playful, graphic patterns to be used in print and package design, and Jenny’s business cards.
Megan created a more sophisticated website design that made the shop, not the blog, the centerpiece. We created a cohesive design for the blog that matched the look and feel of the main shop site, but we moved the blog to a subdomain. This meant carefully tracking and redirecting content so important Google traffic would not be interrupted.
Switching from a WordPress blog with a shop subdomain to a Shopify shop with a blog subdomain was a really significant (and strategic!) move for Cashmerette. At our 6 month website checkup, we were thrilled to see how successfully and synergistically these two platforms were bringing in organic traffic as intended.
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