I led a full-scale brand redesign for America Made by Hands, a handmade goods company that previously struggled with visual inconsistency and brand confusion.
The goal was to unify its identity across all physical and digital platforms, create a cohesive brand experience, and position it as a recognizable, reputable name in the handmade industry.
Process Implemented
Brand Audit & Discovery
Assessed existing visual assets, competitor positioning, and target audience expectations to identify gaps in recognition and consistency.
Visual Identity Development
Designed a new logo system with multiple color variations, defined primary and secondary color palettes, and curated complementary typography to reflect the brand’s handcrafted and authentic nature.
Brand Guidelines Creation
Produced a comprehensive brand manual covering logo usage, incorrect applications, iconography, color standards, typography hierarchy, and tone.
Asset Design & Production
Created a full suite of branded assets including stationery (letterhead, business cards, invoices), packaging (thank-you cards, postcards, bookmarks), merchandise (t-shirts, hats, mugs, pillows, keychains, stickers), and digital templates for social media and Etsy.
Platform Integration
Implemented brand elements across Etsy, social media, and print channels to ensure a seamless customer experience.
Solutions & Outcomes
Consistent Brand Experience
Eliminated brand confusion between previous versions by establishing a single, unified identity.
Improved Recognition
The cohesive visual language increased brand recall both online and at physical events.
Expanded Marketing Opportunities
Created ready-to-use, on-brand templates and delivered 150+ catalog images monthly for Etsy, accelerating campaign launches and ensuring consistent brand messaging.
Enhanced Professional Image
Elevated the perception of the brand in the handmade goods market, supporting sales growth and partnership opportunities.
Merchandise Applications
Ejemplos de implementación de la marca en productos físicos como camisetas, gorras, tazas y cojines para reforzar reconocimiento.
Stationery & Print Assets
Creación de papelería corporativa (tarjetas, cartas, facturas, postales y marcapáginas) que consolidan la presencia de marca en cada interacción con el cliente.
Digital & Social Media Templates
Adaptación de la identidad visual para plataformas digitales, incluyendo Etsy y redes sociales, optimizando la coherencia de la comunicación online.
Brandguideline
Presentation of the new America Made by Hands identity and its purpose of standing out with a coherent and recognizable image in the handmade goods industry.