As my client’s business grew from pop-up markets and Etsy sales into a rapidly expanding direct-to-consumer brand, its visual identity and digital presence no longer reflected its momentum.

My role

  • Create a cohesive brand system that could support increased visibility and strengthen recognition

  • Advise on brand naming, positioning, and messaging

  • Direct the development of a visual system aligned with the product’s distinctive aesthetic

Impact

  • Enabled the transition to a more professional, commerce-ready digital presence

  • Strengthened brand consistency across social, product, and future website experiences

  • New scalable system supported continued growth across channels

A flat lay of assorted mood board elements including yarn, colored pencils, color swatch cards, scissors, sketches of a sewing machine, a teapot with teacup, a yellow chair, and various photos and drawings with notes.

Mood Board

Four logo alternatives: color palette swatches, a model hand holding scissors, an upholstered arm chair, and grouping of an ink roller, scissors, and sewing machine.

Logo Iterations

Logo lockup, business name, and tag line.

Logo with blue background with white text that says "CRISTA CRAFT" and illustrations of an ink roller, scissors, and a sewing machine.

Photo Styling

A craft bag styled with a yarn ball, a pair of knitting needles, and red and blue polka paper circles.
Laptop displaying a website for Crista Craft with images of linoleum blocks covered with black ink.

Home Page Mockup

Thank You Notes

Stack of small, square thank you cards on a wooden surface. The cards feature a blue and white color scheme, with text and icons related to crafting and business contact information.