PROJECT OVERVIEW: Me and My Sister Designs Rebrand
Me and My Sister Designs is an established name in the quilting industry. Known for their bright, fun, whimsical patterns, the company designs fabric and patterns for quilting enthusiasts.
With quilting gaining popularity with the 30-something demographic and with competition popping up geared toward this younger crowd, the company originally enlisted Mindspace to freshen up their look. With few ideas of how they wanted to do this, they relied heavily on Mindspace’s expertise. Through research and a number of brand exercises, Mindspace helped them better understand their brand and the target market they needed to reach. In doing so, we pinpointed the items in their arsenal that were in need of a refresh.
LOGO
Considering a logo is a company’s most visible piece of communication, it must convey professionalism and credibility. Most important, it must leave a lasting impression on the consumer.
Upon analyzing the original Me and My Sister Designs logo, it was concluded that the logo had amateur characteristics that made their business appear smaller than it actually was, which translated to consumers as a lack of professionalism. The tag shape that encompassed the text was also a limiting element as it was difficult to implement this piece on their various pieces of collateral.
In redesigning their logo, Mindspace reviewed the brand attributes, target market and usability. Since their fabric lines are constantly being updated, it was important not to tie them down to any graphic style. This lead Mindspace to to create a type-driven logo. Aiming to create a unique and memorable logotype, we used script typeface to convey the company’s fun, feminine attributes.
BEFORE
IN PROGRESS
AFTER
COLOR PALETTE
BUSINESS CARD
WEBSITE
Once their new logo and subsequent branding elements were established, Mindspace moved onto revamping other pieces of their marketing stockpile, including their website. We reorganized the site architecture and focused on improving the site’s usability .
BEFORE
AFTER
PHOTOGRAPHY
Upon analyzing the old website, we determined that it was missing a personal touch. In order to help the audience emotionally connect with the product, Mindspace determined that Me and My Sister Designs would benefit from photography that highlighted their products in use. We asked the client to load up all the products they could fit in their SUV and planned a photo shoot at an outdoor Farmer’s Market. We chose this location to keep in line with the company’s fresh, bright, branding colors.
This project was not only a blast to work on, but it has contributed to great successes for the company. We’d love to know what you think.
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