Services
Brand positioning
Tone of voice
Brand identity
Design for print
Art direction
Services
Brand positioning
Tone of voice
Brand identity
Design for print
Art direction
Services
Brand positioning
Tone of voice
Brand identity
Design for print
Art direction
Services
Brand positioning
Tone of voice
Brand identity
Design for print
Art direction
Services
Brand positioning
Tone of voice
Brand identity
Design for print
Art direction
A new era for the craft community
Founded in 1972, the Crafts Council is the UK’s national charity for craft. They believe craft skills and knowledge enrich and uplift us as individuals and can change our world for the better. In 2022, we partnered with them to create a brand for their new multi-channel membership offer and redesign its flagship product, Crafts Magazine.
A new era for the craft community
Founded in 1972, the Crafts Council is the UK’s national charity for craft. They believe craft skills and knowledge enrich and uplift us as individuals and can change our world for the better.
In 2022, we partnered with them to create a brand for their new multi-channel membership offer and redesign its flagship product, Crafts Magazine.
A new era for the craft community
Founded in 1972, the Crafts Council is the UK’s national charity for craft. They believe craft skills and knowledge enrich and uplift us as individuals and can change our world for the better.
In 2022, we partnered with them to create a brand for their new multi-channel membership offer and redesign its flagship product, Crafts Magazine.
A new era for the craft community
Founded in 1972, the Crafts Council is the UK’s national charity for craft. They believe craft skills and knowledge enrich and uplift us as individuals and can change our world for the better.
In 2022, we partnered with them to create a brand for their new multi-channel membership offer and redesign its flagship product, Crafts Magazine.
A new era for the craft community
Founded in 1972, the Crafts Council is the UK’s national charity for craft. They believe craft skills and knowledge enrich and uplift us as individuals and can change our world for the better.
In 2022, we partnered with them to create a brand for their new multi-channel membership offer and redesign its flagship product, Crafts Magazine.
SETTING THE TONE
Our positioning workshop with the Crafts Council’s executive team revealed the need for the new brand to strike a delicate tonal balance. It had to feel warm and familiar to convert current magazine subscribers into members, but also fresh and dynamic to build a younger, more diverse community.
Our positioning workshop with the Crafts Council’s executive team revealed the need for the new brand to strike a delicate tonal balance. It had to feel warm and familiar to convert current magazine subscribers into members, but also fresh and dynamic to build a younger, more diverse community.
Our positioning workshop with the Crafts Council’s executive team revealed the need for the new brand to strike a delicate tonal balance. It had to feel warm and familiar to convert current magazine subscribers into members, but also fresh and dynamic to build a younger, more diverse community.
Our positioning workshop with the Crafts Council’s executive team revealed the need for the new brand to strike a delicate tonal balance. It had to feel warm and familiar to convert current magazine subscribers into members, but also fresh and dynamic to build a younger, more diverse community.
Our positioning workshop with the Crafts Council’s executive team revealed the need for the new brand to strike a delicate tonal balance. It had to feel warm and familiar to convert current magazine subscribers into members, but also fresh and dynamic to build a younger, more diverse community.
© Ejatu Shaw
© Juuso Westerlund
CRAFTING A VOICE
To reflect the premium experience on offer, creating a sense of prestige was key. We gave Crafts an elegant voice with typography inspired by the classic crafts of calligraphy and stone carving.
The new visual identity centres on a bespoke logotype, drawn from various sources including Morris Troy, a typeface designed by craft pioneer William Morris in 1892 - a fitting reference for Crafts new era. The logotype is accompanied by an icon that references makers’ marks to provide a distinctive stamp of authority.
To reflect the premium experience on offer the design had to feel prestigious. We gave Crafts an elegant voice with typography inspired by the classic crafts of calligraphy and stone carving.
The new visual identity centres on a bespoke logotype, drawn from various sources including Morris Troy, a typeface designed by craft pioneer William Morris in 1892 - a fitting reference for Crafts new era. The logotype is accompanied by a new brand icon that references makers' marks to provide a distinctive stamp of authority.
To reflect the premium experience on offer the design had to feel prestigious. We gave Crafts an elegant voice with typography inspired by the classic crafts of calligraphy and stone carving.
The new visual identity centres on a bespoke logotype, drawn from various sources including Morris Troy, a typeface designed by craft pioneer William Morris in 1892 - a fitting reference for Crafts new era. The logotype is accompanied by a new brand icon that references makers' marks to provide a distinctive stamp of authority.
To reflect the premium experience on offer the design had to feel prestigiou. We gave Crafts an elegant voice with typography inspired by the classic crafts of calligraphy and stone carving.
The new visual identity centres on a bespoke logotype, drawn from various sources including Morris Troy, a typeface designed by craft pioneer William Morris in 1892 - a fitting reference for Crafts new era. The logotype is accompanied by a new brand icon that references makers' marks to provide a distinctive stamp of authority.
To reflect the premium experience on offer the design had to feel prestigious. We gave Crafts an elegant voice with typography inspired by the classic crafts of calligraphy and stone carving.
The new visual identity centres on a bespoke logotype, drawn from various sources including Morris Troy, a typeface designed by craft pioneer William Morris in 1892 - a fitting reference for Crafts new era. The logotype is accompanied by a new brand icon that references makers' marks to provide a distinctive stamp of authority.
‘S-T have been a dream to work with - sensitive to the heritage of the magazine but not being enslaved by it. The resulting publication is an absolute treat to enjoy and read - and the response has been overwhelmingly positive.’
Natalie Melton
Executive Director, Crafts Council
‘Rethinking a 50-year-old brand is quite a challenge – almost as big a challenge as making a print magazine fit for the digital era. S-T were the ideal partner for the project. They provided expert guidance at each stage: from creating a new brand that captured five decades of history, to recommending printers and paper suppliers that would meet our ambitions for greater sustainability. We’ve enjoyed collaborating with them immensely and look forward to continuing our partnership.’
Debika Ray
Head of Editorial and Communications, Crafts Council
© David Vintiner
© Catherine Hyland
AN ONGOING PARTNERSHIP
The new membership launched in Autumn 2022 with great success, driving almost 800 new membership sign ups during the first year. As art directors of the biannual magazine and brand guardians, we continue to work closely with the Crafts Council to help them shape the future of making.
The new membership launched in Autumn 2022 with great success, driving almost 800 new membership sign ups during the first year. As ongoing art directors of the biannual magazine and brand guardians we continue to work closely with the Crafts Council to help them shape the future of making.
The new membership launched in Autumn 2022 with great success, driving almost 800 new membership sign ups during the first year. As ongoing art directors of the biannual magazine and brand guardians we continue to work closely with the Crafts Council to help them shape the future of making.
The new membership launched in Autumn 2022 with great success, driving almost 800 new membership sign ups during the first year. As ongoing art directors of the biannual magazine and brand guardians we continue to work closely with the Crafts Council to help them shape the future of making.
The new membership launched in Autumn 2022 with great success, driving almost 800 new membership sign ups during the first year. As ongoing art directors of the biannual magazine and brand guardians we continue to work closely with the Crafts Council to help them shape the future of making.
Contact us
+44 (0)20 3581 9740
info@designbyst.com
Contact us
+44 (0)20 3581 9740
info@designbyst.com
Contact us
+44 (0)20 3581 9740
info@designbyst.com
Contact us
+44 (0)20 3581 9740
info@designbyst.com
Contact us
+44 (0)20 3581 9740
info@designbyst.com