wall calendar

A FULL COLOR
12 MONTH WALL CALENDAR with a
free quilt project
pattern showcasing Thimbleberries product and promoting the company as a lifestyle brand for large scale distribution to
major retailers.

MY ROLE WAS TO CREATE a big picture vision for the project
and nurture the
evolution of distinctive
style over three
consecutive years.
As the liaison between Thimbleberries and the publisher, I managed
all aspects of written
and visual communication to ensure consistency, brand management
and quality.

WITH SENSITIVITY
TO ENVIRONMENTAL IMPACT, the production
of the calendar moved
to a publishing company utilizing Forest Stewardship Council certified paper and environmentally
friendly inks.

calendar details

A DETAILED LOOK
at interior details incorporated into
the wall calendar
grids.

THE PROCESS OF CONCEIVING AN OVERALL LOOK
AND FEEL to a project
of this scope presented opportunities to reinforce the various elements of Thimbleberries core business focus of quilting. The addition of seasonally appropriate motifs drawn to emulate actual stitches subtly reminds the viewer of the many facets of
the craft.

HAVING A BRANDED CALENDAR presents
the unique opportunity
to engage with the
consumer on a daily
basis. It is essential to
engage the viewer with
beauty and a visual
treat with every image.

print advertisement

FULL PAGE color print advertisement promoting “Christmas Street” fabric line for publication in the International Quilt Market Guide and in nationally distributed quilting magazines.

PROMOTING A SPECIFIC FABRIC COLLECTION
With the bounty of visual
imagery in a collection,
it is essential to edit
and focus on the unique
aspects of the line. Key
messaging highlights the
emotional reasons behind quilting.”

THIS DESIGN HIGHLIGHTS THE FOCAL FABRIC with
the supporting pieces represented along
the bottom of the advertisement while providing ample space
for the images
to breathe.

book

A 160 PAGE hard cover book with a retrospective look at the rich story of Thimbleberries told through photography, projects and text.

THIS BOOK IS A CELEBRATION of the world of Lynette Jensen and the business she has built around her signature upscale country look. It was a unique opportunity to blend the aspects of history, decorating, beautiful photography
and sewing projects in a
book to delight readers. Breaking the book down into four sections to coordinate with the seasons, created the needed framework to summarize twenty
years of material.

AS THE
ART DIRECTOR of this publication, I had the joy
of ongoing development
with a team of talented individuals to bring the ideas to fruition in a distinctive way.

photo styling

PHOTOGRAPH OF LYNETTE JENSEN'S vintage umbrella collection used in the 2009 calendar and in the book “In Celebration of Quilting”.

A BEAUTIFULLY
STYLED PHOTOGRAPH looks effortless to the viewer and captures
just the right snapshot
to tell a story. It requires
collaboration between
the photographer and stylist shooting many pictures to get just the right one. This particular shot is the result of numerous efforts
and angles.

THE COLORS AND PLAIDS on the umbrellas have provided inspiration for fabric lines. By opening them up and playfully arranging them at various angles, the shot engages the viewer and invites
a spirit of playfulness
to prevail.

photo styling

ROMANCED OUTDOOR PHOTOGRAPH of a bed quilt featured in the 2009 calendar and in the book “In Celebration of Quilting”.

MUCH OF PHOTO STYLING entails having
a vision to create a mood. This particular shot of a bed quilt named “Child’s Play” is set in a garden. The slightly draped presentation with staggered pillow placement is dreamy enough to invite the
viewer for an imagined mid-afternoon nap.

WHEN PHOTOGRAPHING
A LARGE QUANTITY
of the same item, such
as quilts,it is a welcome
challenge to envision creative perspectives
to feature each one.

fabric swatch band

PRINTED PAPER BAND for packaging cut squares of fabric swatch bundles. Referred to as charm squares, these specialty cut packages contain one piece of each design and coloration in a fabric collection.

THE CHALLENGE PRESENTED with the band was to create a universal branded design that would complement numerous fabric collections. Using a neutral small scale overall design to border the band and ample white space gives the appropriate balance to brand elements and interchangeable fabric lines. Special attention is given to the hierarchy of information between the primary brand and the licensing partner.

PRESENTATION IS PARAMOUNT in charm square packs because they are the front line
of promotion on a fabric
line. Creating a clean, consistent and quality
feel ensures a good
customer impression
and subsequent sale.

lotion samples

THESE SMALL SAMPLE PACKETS of hand lotion are part of a promotional marketing campaign aimed at retailers and consumers for the care product collection.

I WAS RESPONSIBLE
for the overall concept,
design direction and
brand management to
provide an immediate product experience to potential buyers. Translating fabric designs into printed packaging and communicating all relevant information was a feat on the limited surface area.

COORDINATING
AND SUPERVISING
the elements of design, sourcing, production and distribution involved careful communication and attention to detail.

care products

A COLLECTION of branded luxury care products for personal
and home use. Specialty
fabric wash, non-greasy
crafter’s hand lotion, and linen spray comprise the trio of products.

CONCEIVING A PRODUCT LINE outside of the traditional items involved careful design direction to align the products in context and relevancy. From fragrance development to label design, the objective was to draw strong ties to the Thimbleberries brand. Taking inspiration from
the thimbleberries plant blossom for the scent
and manipulating fabric designs with pinked edges are examples of how unity was achieved.

THIS PROJECT also required coordination
and management
between suppliers,
graphic designers, photographers and distributors.

licensed thread collection

A BOXED COLLECTION of ten premium cotton Blendables™ thread spools for the sewing
and quilting industry.

DEVELOP AND DEFINE
a licensing partnership between Sulky and Lynette Jensen to launch a designer collection of threads to coordinate with signature Thimbleberries palette. Responsibilities included creating a timeless color strategy, coordinating packaging concepts inclusive of photography, copy and featured projects.

INTEGRATING A NEWLY LICENSED ITEM under
a brand umbrella requires finding opportunities to cross merchandise and feature products used in unison to create the total package for the consumer.

licensed thread collection

A BOXED COLLECTION of twenty rayon spools
of thread for machine embroidery and
decorative stitching.

DEVELOP AND DEFINE
a licensing partnership between Sulky and Lynette Jensen to launch a designer collection of threads to coordinate with signature Thimbleberries palette. Create relevancy to the branded embroidery designs. Responsibilities included creating a timeless color strategy, coordinating packaging concepts inclusive of photography, copy and featured projects.

IN A COLLECTION BASED ON COLOR it requires careful thought
to create a harmonious balance of hue, saturation and value.

quilting design

THIS IMAGE REPRESENTS a collection of single pass digital quilting designs for machine embroidery inspired by existing fabric collections and motifs.

CREATED A LICENSING RELATIONSHIP between Embroidery Library and Thimbleberries to develop and market digital quilting designs based on fabric lines. My role included art direction, communication and managing the relationship between the two companies.

THE WORK of coordinating design direction of various partners representing
one brand requires
ongoing development
and integration of big
picture thinking.

embroidery design

A REPRESENTATION of a machine embroidery design derived from one of the many Thimbleberries fabric lines.

THE LICENSING PARTNERSHIP between Embroidery Library and Thimbleberries resulted in the addition of over 2,500 products to the brand assortment. As the art director it was my job to unify the vision of the two companies and ensure the high standards to present a consistent message to consumers.

EXPANDING PRODUCT CATEGORIES offers the opportunity to expand market share and introduce customers to something new. Finding fresh ways to use products together, such as an embroidery design as an embellishment with one of the sewing patterns positions the brand as innovative.