Aeolidia to the rescue!
Cozyblue Handmade is an online embroidery pattern shop and stitch club where embroidery enthusiasts of all levels can find the tools and inspiration they need to get cozy with creativity. Founder Liz Stiglets had been selling her original embroidery patterns, kits, instructions and supplies online for about 12 years when she came to us in need of a brand new visual identity and brand new website. With her business motto being “slow down, get cozy, get crafty,” she really wanted these same sentiments to apply to her online space. She visualized it as a place that would inspire visitors to want to stick around, explore, and get started crafting. Too many were coming to her site and getting lost—and not in a good way.
“I really want my website to reflect my values, my offerings, and my style a little better. I want visitors to easily find whatever they are looking for—products, how-to info, pretty pictures—but I also want them to keep clicking around. Not because they’re lost, but because they feel inspired and excited and they want to learn more. My site should make them feel empowered and capable and creative, and should reassure them that they’ve got help along the way if they need it.”
In addition to increasing online conversion rates, Liz was hoping to increase subscriptions to the Cozyblue Stitch Club, which was currently a fantastic offering, but confusing in concept to potential customers.
Aeolidia to the rescue!
Inspired by Cozyblue’s current branding and Liz’s beautiful embroidery designs, designer Christine Castro created a new logotype and emblem for the brand. She infused the new site design with similar elements and pops of color that came together in a clean, organized layout to give the online shop a warm, inviting cozy look and feel. Engaging, friendly copy written by Natalia Sylvester further complemented the visual tone, with a focus on making visitors feel encouraged to shop and create. A series of welcome emails written by Stacey Trock introduce new email subscribers to Liz and all of Cozyblue’s offerings while encouraging them to sign up for the Stitch Club.
What Our Client Had to Say
everyone – thank you so much for all of your hard work on my new site. it is just beautiful and i am SO happy with it!
your expertise and help along the way was so valuable, and i really appreciate your patience with me as i navigated all the changes, learning curves, and new platforms.
i feel so grateful to have had the chance to work with all of you, and i definitely hope to work together again in the future!
thank you, thank you, thank you-
Refreshing Cozyblue Handmade’s branding meant creating a cohesive look that still felt handmade and friendly. Christine designed a new logotype featuring “Cozyblue” in all uppercase text that is casual and wonderfully imperfect to reflect Liz’s unique values and personality. She intentionally kept ample space between letters to inspire the feel of calm and relaxation so central to the brand. Drawing “Handmade” in loose cursive letters makes for a happy contrast that keeps the logotype from becoming too loud or serious.
Christine paired the hand-drawn lettering with an emblem featuring a pair of embroidery scissors, a heart, and some of Liz’s signature vines—all familiar images in her work. The resulting new visual identity is sweet and simple, but memorable and unique.
Keeping Liz’s goals top of mind—to increase sales with a website that reflects her values, offerings and style—Christine created a new web concept featuring a clean, organized layout with pops of color, beautiful typography, Liz’s own hand-drawn details, and a bit of room to breathe. This helps ensure the products are the star. The site gives them space to shine while making the shopping experience seamless.
The new header is packed with information but still maintains simplicity and clarity. A main hero image, embellished by adorable hand-drawn elements, inspires visitors to begin imagining themselves crafting and creating. Further down the fold, a section featuring the Stitch Club quickly and succinctly tells customers what it is and why they should join, while clearly show them where to find more information if they need it.
Blog Index Page
Home Page Copy
WELCOME TO A PLACE WHERE CREATIVITY THRIVES
get started >SLOW DOWN. GET COZY. GET CRAFTY.
i believe small, simple acts of creativity can make the world a calmer, happier place. cozyblue helps you start one stitch at a time by giving you the tools, encouragement, and inspiration you need to create beautiful (and totally do-able!) hand embroidery. not only will you love the end result, you’ll love how you got there: with mindfulness, patience, and inspiration.
read my story >COZYBLUE STITCH CLUB
need more creativity in your life? you can have it delivered right to your doorstep. join the stitch club to receive a brand new, never-before-seen pattern + floss to embroider each month. share your progress, ask for tips, and have fun with fellow stitchers using #cozybluestitchclub.
join stitch club now >WHAT’S INSIDE AN EMBROIDERY KIT:
oh, just a few of my favorite things! each kit contains:
- pre-printed (in color) fabric pattern
- coordinating embroidery floss
- wooden hoop
- full color card with image on front and stitching notes on back
- a ‘getting started with hand embroidery’ guide
- an instructional how-to for my favorite basic stitches
THREE PATTERN TYPES
allow you to easily transfer my original designs to the fabric of your choice.
printed on 100% cotton fabric and ready to stitch. just pop it into your hoop!
download and print a full-sized original pattern (and instructions) at home.
GET MORE GOODNESS
sign up to get a FREE pdf pattern & receive the latest news, tips, and coupons.
yes, please >
make something beautiful. support a good cause. each of the patterns and products in cozyblue’s craftivism line are inspired by a charity or organization, and 100% of profits go to support them.
more on craftivism >
SIGN UP FOR NEWS & EVENTS
get a free pdf pattern when you subscribe to cozyblue updates!
submit email >
About Page Copy
cozyblue came about when my years of exploring various creative outlets led me to the art of embroidery. it’s where my background in illustration and design and my passion for all things vibrant and tactile intersect.
i launched my first collection of hand embroidery kits in 2015 and my focus turned towards helping others grow their creativity. i design original patterns and provide folks (like you!) with the tools and encouragement they need to welcome this new hobby into their lives. art connects us in such valuable ways, and creativity is contagious.
my job is to make this creative journey easy and fun no matter what stage you’re at. stitching is an art of simplicity, so it’s okay to take small, easy steps. when you cultivate time to be creative, you start noticing the beauty of everyday moments and little, joyful things. you slow down and quietly shift focus from a busy pace to a mindful one.
in this spirit, each cozyblue kit is designed to help you get (back) in touch with your unique creativity. my instructions and patterns are full of positivity, color, and light-heartedness to bring you plenty of happiness, fun, and know-how.
Subscription Page Copy
slow down, get cozy, get crafty. join the stitch club for $10/month plus shipping.
cozyblue stitch club is an easy, fun way to get a regular fix of creativity and happiness!
each month, you’ll receive a super-secret, super-unique package at your doorstep containing:
a brand new, pre-printed, color-coded cozyblue embroidery pattern
corresponding floss to go with it
being in the club means you’re the first to see my newest designs AND they’re exclusive to club members during the month of their release!
all together now…
your stitch club subscription is different from my embroidery kits in that you can follow along with me and other stitch club members as we stitch together. all stitch club designs are brand new, and since i’ve never stitched them before, they don’t include notes or instructions. the fun is in what we discover along the way!
follow my progress on Instagram, share yours, and see what other members are up to using #cozybluestitchclub
how it works:
stitch club subscriptions are $10/month plus shipping
you’re billed on the 28th of each month, and patterns packs are shipped a few days later, on the 1st of the month.
when you sign up, your subscription automatically starts with the upcoming payment cycle. for example: if you join on the 5th of march, your card will be charged on march 28th. your first pattern pack will ship on april 1st.
please note! your first pattern will reflect next month’s brand new design. past month’s designs often become available to everyone as kits, pre-printed patterns, iron-ons, and/or PDF patterns. join my newsletter to learn when they’re released!
how to manage your subscription:
to manage or make changes to your subscription, click here.
you can also cancel your subscription (and re-subscribe at any time!) at the same link.
join stitch club now >
browse past stitch club designs.
each month’s design is an exclusive and secret surprise. browse past patterns below to see what’s in store for members!
love the archive?
many stitch club patterns eventually become available in my shop, but as a member, you get to see them (and stitch them!) first.
join stitch club now >
We’re delighted to report that at our regular checkup, almost all important metrics increased significantly compared to the same time last year! Some highlights:
- Overall conversion rate is 30.5% higher than the same time last year!
- Mobile conversion rate went up 38%! Desktop went up 23%!
- Revenue per User is 27% higher than the same time last year.
- Bounce rate is down 14%
- Traffic is up 48%!
- The combo of increased traffic and a better conversion rate resulted in Revenue being up 73%!
- The site is FAST! The average page load time is only 2 seconds. Even the home page loads in under 3 seconds.
We’re really happy that we could help Liz reach her goal of increasing her sales with a clean and well-organized website. It looks like her customers are pleased, as well!
Building your business online is a huge job. Stop struggling with it yourself!
Having a team of experts with their thinking caps on for your business is a feeling like no other. We are professional, punctual, and our clients tell us that our work is transformative.