Art direction, brand identity, and launch planning for a modern needlepoint brand bringing timeless craft into contemporary culture.
Stitch Society
Project Overview
Stitch Society was founded to make needlepoint feel inviting, elevated, and relevant again — merging the soul of traditional craftsmanship with the visual language of modern lifestyle brands.
As Art Director and Designer, I led the creative development from concept through brand identity, campaign direction, and digital expression. My goal was to translate the warmth, nostalgia, and tactile charm of needlepoint into a polished, editorial brand world — one that could live as beautifully on Instagram and in email as it does stitched by hand.
The result: a cohesive creative system rooted in modern heirloom energy — refined, feminine, and quietly confident. Every visual choice, from the typography to the color palette to the photography style, was designed to feel intentional and serene, inviting audiences to slow down, create, and connect.
Scope of Work
- Brand Identity & Visual Direction
- Editorial System & Moodboards
- Social Media Templates & Layout Systems
- Email Design & Automation Templates
- Copy & Content Tone of Voice Development
- Launch Planning
- Social Media Strategy
Creative Direction
Inspired by “Modern Heirloom” aesthetics, the creative direction combined delicate craftsmanship with editorial restraint.
Keywords like playful elegance, refined whimsy, and timeless charm guided the entire visual system — from logo structure to color theory to campaign styling
Brand Systems
The logo suite balances classic serif typography with hand-drawn flourishes, symbolizing the brand’s blend of refinement and warmth.
A bouquet of three blooms in the logo reflects the founders’ family bond, tying emotion to design
The palette — dusty blues, blush tones, warm taupes, and sage — was designed to feel nostalgic yet fresh, while custom illustrations added a personal, artisanal layer.
Digital Expression
Every piece of content was designed to feel soft, inviting, and handcrafted — mirroring the intentionality of the brand itself.
This system ensured that whether a follower encountered Stitch Society through Instagram, email, or packaging, the experience felt unified and beautifully composed.
Project Impact
The rebrand positioned Stitch Society as a fresh, elevated voice within the modern craft space — blending visual polish with the warmth of community-driven storytelling.
Following the launch, the brand sold out its first series of in-person needlepoint classes, allowing the founders to expand operations and bring on new team support. The cohesive creative system made it easy to maintain that momentum across social, email, and new offerings — transforming a small creative venture into a recognizable, aspirational brand within the needlepoint world.
The visuals continue to guide how the brand shows up today — tactile, editorial, and rooted in connection.
