Janome
Janome, a sewing machine manufacturer, sought ways to differentiate itself from a saturated market. Janome’s inventory is sold within a certified dealer network. Fighting against limited shelf space and little product variance between competitors, I was tasked with rebranding Janome to achieve distinction amongst its constituents. I developed a new brand platform promoting sewists as storytellers. Storytellers who create “a story in every stitch” was the creative foundation. Appealing to sewists on an inspirational level was the main objective. The copy elaborated on why people make their projects, and the rebranded touch points focused on the sewist themselves.
Stitch Stories Rebrand
The Stitch Story Rebranding that I established injected a refreshing take on the sewist's personal feelings and creative experiences into all Janome's brand elements. These experiences are as independent and original as the sewist themselves. Each piece sewists create has a passionate story behind it's creation, there's quite literally, "a story in every stitch." That is the overarching founding idea behind the Stitch Story Rebrand.
The Happy Glampers
I concepted and brainstormed storylines and narratives for the on-going Stitch Story implementation. I would prepare location scouting and research for the shoots, as well as assemble props, wardrobe, and talent. On location, I collaborated with photographers and ensured the creation of a seamless visual story.
Toolbox
I constructed toolboxes of branded POP (point of purchase) assets that had social tie-ins, which were delivered to Janome’s top dealers. With the main focus of driving social traffic, sewists were encouraged to partake by creating their very own “stitch stories” through uploading and sharing personal projects. Janome rewarded participating sewists with monthly prizes for talented entries.
Templates and Brand Guides
I created an arsenal of templated collateral pieces for Janome's internal design team and dealer network. I also assembled detailed and comprehensive brand guides that outlined the best practices and optimum use of Janome's branded materials.
