The Needle Minder is an e-commerce website that meets the needs of a younger demographic of quilters & crafters. The design language for the brand aims to communicate a fresh lens on a traditional craft and connect to the audience looking for a more curated, trendy product experience in this space.
The aesthetic vision of The Needle Minder is loud, colorful, and unexpected for a space that is culturally understood as the domain of grandmothers and traditional values. Oversized, contemporary type and electric color usher in a new age of quilting by connecting with a budding community of young makers.
Every decision throughout the creation of The Needle Minder was driven by human-centered research. The funky, bright aesthetic and a contemporary, straight-forward user experience are an answer to the needs of a growing demographic of young, experimental quilters.
The Needle Minder burst into the hobby space with flashes of colors and a maximalist approach to pattern. Splashy headline typography plays at the intersection of stitch and pixel while the products images turn the website into a quilt of its own.
