We all have them, brands we simply can’t live without. These brands have a way of making our lives a little sweeter, wonderfully easier and magically, they’ve found their way into our hearts, enriching our lives. So is the case with Embroidery Library, a brand about which a recent embroiderer said, if she were stranded on a desert island she would want access to www.emblibrary.com, along with her embroidery machine. Oh, she also noted that she would need electricity and water, of course.

Embroiderers, a group as passionate as Philadelphia Eagles fans, are fiercely protective of their beloved website. And who can blame them? Embroidery Library offers the embroiderer over 100,000 amazing designs, tutorials, inspiration and access to an alternative collection—a sister brand/website—Urban Threads.  

When you think of a library you think of an index, a way to connect with what you’re looking for. Makes sense. But when the index becomes the thing, and the thing you’re looking for becomes secondary, then making that connection becomes more difficult. It was our opinion that the Embroidery Library site had become somewhat of an aggregator of embroidery design. It was not reflecting the artistry of their craft as best it could, nor was it showcasing their expertise as a master curator.

Our strategy was to revitalize simply and enhance the experience while keeping it easy to explore. In doing so, we wanted to bring forward the intangible beauty of their craft and strengthen the bond of partnership between Embroidery Library, Urban Threads and their customers.

The exquisite art of embroidery was practiced in the 17th century and today the beauty of embroidery is found in the art of fashion.

Our approach was to honor the legacy of embroidery — the way your great-grandmother might have enjoyed it — while passing that legacy to today’s generation of embroiderers who adorn their jean jackets, purses and book bags with vibrant intricate designs.

Urban Threads, offering a more “urban” sensibility to the traditional designs found at Embroidery Library, had become too separate and was causing confusion with users. As a sub-brand, Urban Threads is driven by the same passion and commitment to creating the highest quality design found at Embroidery Library. That connection was an important asset to leverage.

The visual expression was accompanied by a messaging strategy that started with the authorship of a manifesto. The manifesto defined the promise and voice of the brand and set the stage for creating core messaging and persona development for various communication platforms.