Brand Makeover
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ClientDollfus-Mieg & Compagnie
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ServicesBranding, Strategic Marketing, Product Development, Production, Packaging Design
Project
To introduce a new generation to the art of hand embroidery, the 250-year-old French textiles manufacturing company DMC launched a consumer-facing brand called Commonthread.
We started our research by hosting gatherings and crafting parties to uncover areas of potential fusion between the timeless art of needlework and the modern-day maker. It helped us to understand that although lifestyles change, there will always be a desire to create and make things and share.
Insight
We applied our research by developing a direct to consumer strategy that would give the modern maker new crafting kits coupled with exclusive content that they could unlock with the purchase of a kit.
All of the products were developed to generate new uses for DMC products. Each product included a customer journey designed to engage the modern maker, offering them a fun experience for making something one of a kind, learning and sharing their work.
