An invitation to see sewing & quilting in a fresh, modern light.
Creative Direction
Sewing Arts connected with me with a vision to refresh their brand to evolve with their business. After serving the sewing community of SoCal for over 50 years, Sewing Arts was ready to expand its brand presence to resonate with a new generation of sewers. Through our strategy session, we discovered that Sewing Arts wants to position itself as a one-of-a-kind store that innovates and honors its timeless craft. I designed whimsical brand visuals that capture the joy of creating and attracts loyal customers across a variety of ages and demographics.
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Through the brand strategy phase, we discovered that at its core Sewing Arts exists to offer refined products and exceptional support to inspire creativity.
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From a strong brand foundation, we got started designing a refined yet whimsical brand identity complete with versatile logos and submarks. We chose an elegant sans serif font and customized it with a few angular strokes to give a woven element that alludes to sewing. A mushroom illustration and storybook color palette add a touch of quirkiness and personality.
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I incorporated these brand elements into marketing collateral designs, including business card design, order postcard and email and social media templates.
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Lastly, I designed custom illustrations for the outer walls of the store that will be photo-ops for visitors.
A FEW KIND WORDS FROM THE CLIENT
"The final look feels so authentic to what we’re trying to do and turned out better than I could have hoped."
In 2017, I took over as the third owner of a business that has been a West LA institution since 1955. While it has been amazing to continue that legacy, I have to say that the store never fully felt like “mine” until we worked with Hidden Pearl Design to create a new brand identity. Hayley was so helpful, prompt, creative, and responsive throughout the whole process, from brainstorming to fine tuning. We now have a cohesive look for all our materials, from our brick and mortar space to emails and social media to packing supplies for online orders. The final look feels so authentic to what we’re trying to do and turned out better than I could have hoped.
