In-house: American Crafts

Creative Direction: Lindsay Bowerman

Design: American Crafts In-house Design Team

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A collection of paper suites within the American Crafts family of brands, each thoughtfully curated to be cohesive, unique, and on-brand. As Creative Director, my role was to ensure that each collection balanced consistency with variety—whether through themes, colors, content, or products—ensuring fresh and exciting releases. Every collection includes paper, embellishments, stickers, albums, and distinctive products that bring the core concept to life.

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At the start of each collection, we develop a styleboard that captures the visual inspiration, color palette, font choices, and a brief description of the collection’s goal. Our team, composed of talented designers and illustrators, is always driven to push boundaries and explore new techniques, integrating them into each collection to keep the designs innovative and fresh.