Craft

For over 50 years, Craft has championed creativity by supporting thousands of Victorian makers, nurturing hundreds of small businesses and challenging the boundaries of craft as a practice.

Based in physical locations, the onset of COVID-19 forced Craft to shift almost all of their operations online. Although revenue declined, the organisation experienced a significant increase in participation and engagement in workshops, talks, online exhibitions and other events as people sought new avenues for creativity during the pandemic. As a result, online sales grew, enabling Craft to continue to generate income and support its community of makers.

While experiencing this period of shifting consumer behaviour and commercial challenges, Craft recognised that it was time to adapt for the future. After engaging us to refresh their brand, we focused our attention on a digital-first outcome that would help Craft fulfil its mission more effectively in a changing world.


Tangible craft in a digital space

Our approach was informed by two key objectives – to improve Craft’s national relevance and to generate international appeal.

Originally known as Craft Victoria, we simplified the name of the organisation to Craft. In doing so, we positioned them to broaden their reach while simultaneously creating authority for the platform throughout Australia.

This was supported by a positioning idea – ‘Modern traditions’ – which explored the tension within their overarching brand ambition – bringing the historically tactile craft practice to life in the digital world.


Empowering everyone to make their mark

Building on Craft’s new positioning idea, we developed a brand identity that explored the contrast between old and new. This included a bespoke typeface inspired by old-world ink traps, paying homage to the tradition of a maker’s mark.

This ‘Craft mark’ device was applied when communicating partnerships with creatives, visually representing Craft’s role as a platform for uplifting artists by elevating their names to sit alongside the brand.


Breaking down boundaries and uplifting artists

Ensuring Craft’s ethos was at the heart of the digital work was essential. This meant creating a multi-functional website with the ability to host online events, workshops and exhibitions that were as engaging online as they would be in person. Artist profiles, videos and an e-commerce offering allowed visitors to interact with craftspeople and their work while providing them with an additional revenue stream


Creating a platform for future growth

We launched Craft’s identity with its new website, providing an online space where its community could create, gather and grow beyond the limitations of their physical locations. This successfully shifted them into a digital-first world, positioning them as a forward-thinking brand while honouring their heritage.