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. As Creative Director, my role was to ensure each collection was cohesive, unique, and on-brand, while maintaining variety among collection themes, colors, content, and products with each release. Each collection includes paper, embellishments, stickers, albums, and unique products that help tell the story of the driving concept. 

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At the beginning of each collection, we create a styleboard that includes visual inspiration, color palette, font selection, and a few sentences that describe the goal for the product suite. Every team is made of talented designers and illustrators, who strive to push the boundaries and explore new techniques to incorporate in every collection.