String & Story

I first partnered with HollyAnne, founder and CEO of String & Story, in 2017, when the brand was just beginning to take shape. The initial identity focused on unifying sewing and storytelling to reflect both the craft itself and the meaning woven into it.

In 2021, as the business evolved, HollyAnne recognized it was time for a rebrand. She needed an updated brand identity that better reflected the scale, community, and direction the business had grown into. We began with a brand vision workshop to align on new audiences, emerging competitors, and updated strategic goals.

The refreshed brand expression centers the vibrant quilting community HollyAnne has built, affectionately known as the “Quilting Rockstars.” This diverse, global community became the inspiration and foundation of the identity system, informing its visual building blocks and pattern-like shapes. Rooted in values of joy, resilience, and abundance, the brand reflects the experience HollyAnne creates through her courses, where members are encouraged to “Quilt with Confidence.”

This brand identity was created in collaboration with designers Klara Cu and Audrey Sylvester.