Stitches and Stories
This project revitalizes The Crewel Work Company, a family-led venture dedicated to preserving the artistry and history of elegant needlework.
Industry
Finance
Client
Crewel Work Co.
01.
Visual Design.
Led by Phillipa and Laura Turnbull, the brand showcases a generational transition that honors its heritage through the positioning of "Stitches and Stories". This framework maintains the integrity of the original craft while establishing an inclusive, connected identity. By blending tradition with modern accessibility, the brand celebrates historical mastery within a fresh, contemporary context.
02.
What I solved.
The visual strategy uses a minimalist design system to ensure the intricate needlework remains the primary focus. A palette pulled directly from the embroidery threads is paired with elegant contemporary serifs and clean sans-serif typography. By stripping away ornamental clutter from the website and print systems, the design creates a seamless unity between the artistry and the digital interface.
03.
Outcome.
The outcome is a frictionless, curated digital experience that has driven substantial growth in subscriptions and kit sign-ups. By prioritizing clarity and intuitive navigation, the redesign successfully makes this historic art form accessible to a new generation. This elevated presence ensures the business thrives while remaining deeply rooted in its family foundations.
