SEW NEW YORK
Brand Strategy & Visual Identity System
// STRATEGY, CREATIVE DIRECTION, DESIGN //
For over a decade, Sew New York’s success had mainly been driven by its reputation and website. But with YouTube tutorials on the rise and an increase in local options, the Brooklyn-based business needed to start standing out amongst the competition. Unlike any other classes in the area, Sew New York’s semi-private sewing instruction is uniquely focused on individual needs and teaching each student how to sew with professional-level skill — all in a relaxed and fun environment. With this in mind, the brand identity balances distinctive typography, bright colors, and refined illustrations to create a personable visual system with measured sophistication. A typeface with varied weight, rounded shapes, and unexpected serifs is set in lowercase lettering for a versatile typemark that is easy and engaging. Amidst a thoughtful collection of hand drawn imagery, simple line work, and occasional handwritten elements, the nuanced logo and complimentary palette connect a comprehensive system that naturally feels both elevated and authentic.
