Full Service Stationery Line Design, Development & Production, Brand Identity, & Business Strategy

SITUATION

In 2009 I attended the Renegade Craft Fair and fell in love with some independent stationery companies. I’d never seen stationery that felt so personal, unique and inspiring. Later that day I went home, dug up my prized old set of Prismacolor colored pencils, dusted off some illustration boards and began to draw.

PROCESS

In October of that year and still inspired by the stationery I saw at Renegade, I began designing my own line. I worked tirelessly on card designs and developed a business plan and brand identity.

SOLUTION

My mission was to create quality artwork that could be enjoyed and available for everyone. Greeting cards gave me the opportunity to share my art with the world. Making cards also meant that my art could serve another purpose that was close to my heart. With digital communication on the rise I was passionate about creating ways for people to connect off screens and help them create tangible experiences for the really meaningful moments. To launch my business I registered to be a vendor in the National Stationery Show at the Javitz Center, NYC and participated in the trade show for three consecutive years.

RESULTS

My cards were sold in brick and mort ar stores around the globe, and I’d never felt so satisfied with my work than when I’d hear from recipients of my cards, telling me how much they cherish my drawings and keep them on display in their homes.

LEARNINGS

My medium of choice and illustration style wasn’t sustainable for my business model. As a sole proprietor, designing cards was only a part of my responsibilities. I was also the shipper, receiver, marketer etc. What I enjoyed most was interacting and engaging with customers regularly and often.

National Stationery Show Javitz Center, New York City 2010, 2011, 2012

SITUATION

Six months to create product, design, and plan a merchandising moment that triggers the senses, is visually compelling, sparks interest and stimulates sales. Every year my goal was to build a booth that would stand apart and be more memorable than the year before while spending less money.

PROCESS AND SOLUTION

One of my biggest cost savings was building two sets of giant folding canvas walls. These walls were attached by door hinges, painted white to blend in, with feet that swiveled out at the bottom for stability and a handle that locked the walls together when folded for transporting. Folding the walls made them easy to store. Making them out of stretched canvas made them light and easy to carry despite their size. Having built walls I could re-use year after year saved me the expense of having foam walls made every year only to be torn down after the show.

RESULTS

Participating in the National Stationery Show gave me the exposure I needed and best chance for a successful business launch. I obtained about 80% of my business through wholesale orders from buyers I met the weekend of my first show in 2010. I also received a significant amount of press by attracting bloggers with my creative booth construction and design. I designed my booths to reflect my customers, their lifestyle and aesthetic. White Christmas lights softened the mood in my booth while artificial grass/fresh flowers, and planted terrariums elevated it. I used lamps and electric candles for ambient lighting, made furniture out of saw horses and plywood, and mimicked the feeling of a living room by adding a colored throw.

E-Commerce Web Design

SITUATION

I needed a retail platform to sell my product, serving as a destination for interested buyers to check out my brand and view my product.

PROCESS AND SOLUTION

In presenting my work online I chose to photograph my cards as they would be experienced, in a non-studio setting. I chose a simple interface with clearly displayed links for navigating along with distinct “add to cart” buttons for easy ordering.

RESULTS AND LEARNINGS

Interacting with my customers in person and strategizing conversational marketing on social media helped cultivate genuine connections with my brand. By encouraging my audience to share unique content online and promote my website I offered incentives such as discounts and free product give aways. To facilitate additional user generated content I’d prompt general discussion among followers by asking for their feedback during my design process and asking relevant questions.

Field Work

SITUATION

Getting to know my client in person and promote my brand the old school way.

PROCESS AND SOLUTION

I participated in several craft shows and pop up shows to promote my product in the community, build brand awareness, introduce myself, and get real time feedback. I also made a point to hand deliver press kits to all local wholesale accounts in person as well as any orders they placed. This helped me build strong rapport among my vendors and provide an open line for communication between my customer and me.

RESULTS AND LEARNINGS

Sustained working relationships and opportunities to create exclusives. One of my greatest learnings was recognizing that the more I interacted with my customers the more I learned what they wanted and how best to cater to them.