naming / identity system design / creative direction
Seamstress & designer Amy Abrahamson Roseland makes great handmade carry-all bags & cases for small tech-friendly items. After a career hiatus to start a family, this talent was in need of elevating beyond the stigma of "crafty mom" at a farmer's market. She desired to have an identity & brand that would be on par with her focus, aims and level of expertise in craftsmanship—far more "designer" than "crafty."
It was almost too easy to start out with the obvious subject matter, but that wasn't a deterrent because we looked to expand the visual beyond the obvious, easily and simply. Mapping hand-drawn petals (like DNA) to an antique pendant that Mrs. Roseland provided, the visual was moved step-by-step into a completely unique look. The handcrafted monogram "R" has the same flow of the petals and a needle finished the letter to speak to "hand-made"—subtly, yet still obviously.