Knit Stars

Retail Shop & Online Community

Knit Stars came to us with a complex challenge: unifying multiple distinct properties – a flagship Tulsa yarn store, a strong personal brand (founder Shelley Brander), an online masterclass series, and a membership community, and a growing collective movement with global ambitions.

Our engagement began with deep brand strategy work, facilitating a discovery process that surfaced the brand’s core positioning, audience personas, voice, and visual direction. From there, we developed the full brand platform — including a name change, brand voice guidelines, headlines, positioning support messages, logo design, and a complete color and typography system.

The brand voice that emerged was creative, collaborative, and community-building – a carefully calibrated blend of approachable and expert, artisanal and accessible, local and global – all anchored by the tagline Knit the World Together.

With strategy in hand, we moved into full execution across every touchpoint: a promotional teaser campaign announcing the brand transition from Loops to Knit Stars, exterior and interior signage and way-finding for the new flagship location, retail bag designs, and comprehensive brand activation across digital and physical channels. Tactics ranged from postcard mailers announcing the name change and new location, to social content templates, to a website design and full merchandise applications.

The result is a brand that honors the intimacy of a beloved local knitting community while positioning Knit Stars to fulfill its larger vision of success and expansion.