Spoonflower
Spoonflower, the indie crafting platform and community, has experienced massive growth since they began back in 2008 as a fabric-by-the-yard e-commerce site. Spoonflower tasked my team with auditing its current brand, and then using that audit to create a newly-refined and repositioned brand that could seamlessly combine Roostery, Spoonflower’s growing DTC home goods brand, with its legacy community of artists and designers.
After delving into primary and secondary consumer and category data, we identified the values “white space” in the category, and then we developed the brand’s new mission statement, rally cry, audience profiles, brand voice and tone, creative direction, and a guide for leveraging a values-oriented approach to marketing the brand. By using values as a way to frame to creative brand expressions going forward, Spoonflower is now able to communicate to multiple different audiences, on different channels, with a single authentic and inspiration voice.
