Craft Smart - Redesigning a Corporate Brand

In this collateral, I reimagined the Craft Smart brand with a visual identity rooted in creativity, exploration, and fun. My goal was to create a look and feel that celebrates artistic play while remaining cohesive and professional across all brand touchpoints. 

I began by designing a new logo, which set the tone for the overall identity. From there, I developed stationery for the brand, including a letterhead, envelope, and business card, as well as a comprehensive graphic standards manual to guide consistent application of the brand.

To bring Craft Smart into a real-world context, I placed the redesigned brand at the College Art Association Conference by creating a full-scale event booth, including brand information, visual displays, and a demonstration schedule for conference activities. I wanted the booth experience to be engaging and memorable, so I designed a variety of free giveaway items that aligned with the brand's creative energy. This includes two custom art smocks, a set of brand stickers plus event-exclusive stickers, markers and pens, paint sample containers, and branded drawstring bags for attendees to collect their goodies. Alongside this, I also designed candy jars to help entice visitors to stop by the Craft Smart booth! 

To support event promotion, I designed an Instagram announcement post, an informational conference poster, and a takeaway event poster for attendees. I also created a coordinating event banner featuring the brand's signature patterns intended to catch the eye of those walking past.