Aeolidia to the rescue!
Brad and Emily Weckesser are a husband-and-wife team who founded their design-forward product-based business in 2012. Known since then as The Oyster’s Pearl, they came to our team in search of a dramatic overhaul to their website and branding to ensure that the story of who they are, what they do, and why they do it was coming through—and driving more sales.
With product offerings ranging from apparel to home goods to art prints, Emily wanted to present their collection in a way that tied it all together with meaning. All of Gladfolk’s products are designed and made in-house, with Brad being the hands-on maker and Emily designing and conceptualizing their products and marketing.
“Everything is personal, inspired by our family and children, and produced on site at our 15-acre homestead, from the coziness of our on-site workshop,” Emily said. “But there’s a lack of cohesiveness for all of our various products – we need to establish our brand and variety of product offerings better while remaining seamless and cohesive.”
As we dove into their project, it became evident that this was not only a product-based business, but a lifestyle brand. We put together a plan to tell the brand’s story more effectively and create a more seamless, engaging shopping experience. Emily had already been using Etsy and various social media channels to direct traffic to their site, but she had yet to see the results she hoped for.
“We would love to see our website sales beat our Etsy sales. We’d love to see less abandoned carts, more incentives and follow-ups to complete purchases, and a higher conversion rate.”
Aeolidia to the rescue!
Designer Jess Levitz re-imagined Gladfolk’s logo and visual design with a focus on re-creating the handmade nature of their own products. A connection to the outdoors and a strong sense of gathering, celebration and community inspired her to choose a sun icon, which was the balanced out with a taller type. The serif font, with its rough and uneven edges, has a “by-hand” feel, but also carries modern, fashion-forward elements with the thicks and thins and taller style.
What is also great about this logo and icon is that they are very versatile. As the seasons change and the Gladfolk brand evolves, both can be paired with different graphic styling and/or photography in the future. The new updated logo and visual identity is a natural next step for the brand as it continues to develop.
Inspired by the modern, clean yet warm design of the collateral Jess created, web designer Do-Hee got to work on a fresh, immersive shopping experience for Gladfolk. The goal was to showcase the products and beautiful photography while at the same time, creating a modern and welcoming space. Do-Hee’s design echoes Gladfolk’s brand colors in a subtle way through the page, and balances that with white space and warm tones. This makes the site modern, inviting, and easy-to-browse, all the while keeping the products and images as the stars.
What Our Client Had to Say
Aeolidia has mastered web design for small creative businesses. They’ve assembled a professional team of designers, developers, and project managers to deliver a high quality product that has greatly increased our website traffic and sales. We’re so grateful for their hard work and are in LOVE with our new branding and website!
Gladfolk’s re-brand is rustic, warm, and modern to match the feel of their handmade products and lifestyle. The sun icon represents a connection to nature, positivity, and a guiding light. The addition of “made by hand” spotlights Gladfolk’s unique selling proposition that their products are designed and made by hand.
In addition to a new logo, brand marks, and branding guidelines, we also designed print collateral and packaging materials like business cards, stationery, and stickers to make the entire customer experience cohesive from start to finish.
About Page Copy
We are Emily + Brad.
We are Gladfolk, a community of people who believe life is a series of small and beautiful miracles worth celebrating. We reside and create from our home-based studio and workshop at the heart of our 15-acre wooded property in the midwest. Here, surrounded by inspiration in the form of wildlife and barefoot children, we turn simple, fleeting moments into lasting and meaningful design.
We believe beauty can be found all around us, so we seek out locally-sourced leather, lumber, and linens for our line of modern, handcrafted goods. We joyfully partner with American makers and ethical, fair-trade suppliers. And because we are committed to excellence in our craft, we only work with the highest quality materials we can find.
Gladfolk is founded on wholeheartedness and authentic family values. In everything we do and create, we promise quality, authenticity, integrity, and kindness. We endeavor to spread love and light, to cherish family and community, and to foster connection and inspire memories.
Our hope is that the care and quality we imbue into our products will last a family for years; that our items will be used, worn, gifted, cherished, and handed down from friend to friend, sister to sister, even generation to generation. We pour our hearts into making heirloom-quality, everyday goods because we know what it’s like to want to hold onto something forever.
Home Page Copy
Everything here is beautiful.
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Welcome to Gladfolk.
Here, joy abounds and meaning surrounds us. From our wooded 15-acre homestead in the Midwest, we create handcrafted goods for you, your little ones, and the home you dwell in.
Original & Custom Designs
Handprinted with Love
Always Produced In-House
2 featured collection blurbs:
A collection of thoughtful touches. Made by our family of artisans to make a house a home.
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Here we grow
Super soft apparel for the ones who hold the softest parts in our hearts. From newborn to kids sizes.
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“Gave this as a gift to a friend who was moving and kept one for ourselves. She cried. It was everything. Thank you so much!” – CeAnn P.
“Gorgeous artwork, adorable bag! I bought it for myself but am keeping it in mind as a gift for all my friends. Seriously, all of them!” – Ekpeyton
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