STITCHED TOGETHER

The Embroiderers’ Guild is a non-for-profit organisation that is considered to be the ‘centre of excellence for embroidery and Textile Arts’ in NSW. It is a place for individuals to be creative and master new skills at any age.

Back to Basics spent the last 3 months working towards the goals of Embroiderers’ Guild: creating awareness, increasing engagement and accessibility, and engaging embroiderers of all ages, old and new. These goals formed the direction of the project where we designed the online store, social media posts, and direct marketing material such as a catalogue.

Beginning with loose threads, the concept built towards stitches as a visual motif. ‘Stitched together’ ties closer to embroidery, as we discovered in our prototyping session, and the addition of lighter warm colours help create a comforting visual environment for new embroiderers. ‘Stitched’ together also metaphorically brings the community closer together.

Social media posts use the stitching in patterns to further push the idea of embroidery. These patterns can be rearranged and reused so that the content is not repetitive, but is consistent and identifiable as Embroiderers’ Guild. These stitch patterns come in two different stitches: cross stitch, and satin stitch.

A hoop graphic, and needle has also been created to help further the connection to embroidery.

The Embroiderer’s Guild shop website design doesn’t use the motifs in the blocks, but the patterns can be applied to hero photos. The orange is used more often for details in the website as it is more lively compared to the grey. This liveliness allows for it to be more welcoming and less intimidating for new embroiderers. Having categories right at the top of the landing pages allows returning and experienced embroiderers to go directly where they need to, streamlining the shopping process.