F&W Media began a series of collaborative craft retreats, working with venues and course tutors to create a residential getaway for crafters with a primary focus on Needlecraft.
The brief for this logo was for a health spa feel, fresh and yet seductively luxurious. My choice of colours reflected this with clean and fresh blues and greens, tending towards the richer, jewel tones. I opted for an elegant serif font which enhanced the overall luxury feel.
I created several colour options for this brand as the marketing team wanted to future proof it for holidays, events and more. I also looked at how it could be used in monotone and reversed out from a gradient of the main logo colours. A secondary sans serif font was used in marketing communications to contrast with the logo typography.
F&W Media acquired the retail website sewandso.co.uk and subsequently asked me to rebrand the site with a fresh look.
I was asked to create a brand which could sit above a needlecraft site but could remain appropriate were the site to expand the range to encompass other craft materials. The logo must feel friendly, not childish, and a colour change was requested (the former logo being a light blue tone) so that the logo would stand out better.
The resulting brand has a friendly, hand crafted feel, mainly due to the typeface. I created some simple dashed lines to give literal sense of the word ‘Sew’. The louder coral tone has strength and a hint of femininity.
I created a secondary turquoise colour to work in smaller measures alongside the logo for messaging and site design. A font set and an icon set completed the toolkit.
National Needlecraft Awards
The F&W operated retail site sewandso.co.uk hosts an annual event. It is an opportunity for our community to receive recognition for their hard work and creativity. There are a range of needlecraft categories for designers and stitchers to enter their works into, plus the prestigious ‘Needlecrafter of the year’ award.
My brief was to create a gleaming and desirable logo with the gravitas and sparkle necessary for an awards ceremony - with a needlecraft bent.
I created bespoke typography for the word 'Needlecraft’ so that it had a look of flowing thread. I contrasted this with a sharper sans serif for the remaining text. This year we updated the script in the logo and added a gold texture to the overall logo. I briefed a designer in my team to make the amends and worked with her to develop the final appearance.