Leo and Mary Kowal are the smart, creative, technically savvy team behind SVGCuts.com—a paper crafting ideas, products and design community. With almost 40,000 Facebook fans, dozens of videos, and hundreds articles, file downloads, active comment conversations, products, photography and more to showcase, redesigning and rebranding SVGCuts.com’s logo, blog and storefront was a complex creative challenge I couldn’t wait to tackle.
SVG Cuts’ customer loyalty and enthusiasm for their craft products is something most brands would die for. SVG Cuts customers love Leo’s second-to-none customer service and Mary’s uniquely creative paper crafting ideas. The previous website made it difficult for customers find Mary and her design team’s crafty project ideas and Leo’s excellent technical support videos. Plus, the brand message and accompanying visuals of SVG Cuts lacked focus and didn’t differentiate SVG Cuts from its competitors.
In collaboration with Leo and Mary, I crafted a new brand strategy, logo and identity to fully express SVG Cuts’ unique products and services. The new SVG Cuts brand inspires women to live creatively and beautifully by bringing the brand attributes of imagination, authenticity, community, passion and craftsmanship to the forefront. Clean visual elements that are both fresh and modern while still maintaining personality and warmth create an emotive, distinct brand experience online.
The blog section of the website features a magazine layout that encourages customers to explore new craft ideas, get help with their projects and connect with other like minded crafters. There’s now a How-To section with articles and videos fully integrated from YouTube. I also created a section for their design team to showcase their own project ideas, and reorganized the navigation menu of the blog so that customers could easily jump to specific product categories in their store for quick browsing and purchase.
dotp’s part: logo design, research, brand strategy, website design, information architecture, ecommerce design, website development, WordPress integration, consulting.