Knit Picks
Homepage Redesign, 2016
Together with the Knit Picks Art Director, I spearheaded a redesign of both the brand and the Knitpicks.com website.
As part of the brand relaunch, I created a copy style guide that introduced a new motto for the brand—Handmade Is Love—in order to capture highlight the why of our customers and reflect that back through a new messaging strategy. Additionally, this new brand positioning also incorporated our Direct-To-Consumer approach in a friendly and approachable customer-facing "how" and "why". This was incorporated into the website, was launched with a campaign and still exists as part of the brand today.
By working closely with the design and tech team, we were able to roll out a clean, modern look to the homepage while at the same time adding visual, engaging content to replace the text-heavy ads and content features. The experience was also optimized for revenue and purchase conversion through extensive a/b testing—resulting in 18% higher revenue for purchases made through the test homepage.
Role: Project management, creative briefing, research and concepting, copywriting, a/b testing and data analysis, art direction, facilitated design and implementation with CEO and key stakeholders.
Handmade Is Love
We believe in the power of handmade - the ability to transform a humble skein of yarn into countless possibilities. It is time and effort set aside, it is willingness to slow down,
it is a universal way of saying "you are loved"!
About The Knit Picks Brand
We go right to the source and work directly with trusted mills and manufacturers around the world. Our hands-on approach from start to finish gives us the freedom to make the yarns and tools you want at lower prices without ever sacrificing quality.
Ethical Manufacturing
We work closely with responsible partners and travel extensively each year to ensure safe respectful working conditions that exclude child labor. So while we’re proud of our affordability, we’ll never cut costs at the expense of ethics.
Streamlining Retail
Unlike traditional retail, we are both the middleman and retailer, which allows us to keep costs low while maintaining high standards. Suddenly, knitting a sweater doesn’t cost $200 and a full set of beautiful tools isn’t just a distant dream.
Global Sourcing
By working with trusted partners all over the world, we source fiber-rich areas and manufacturers with expertise in high-volume production. This allows us to get the best yarns and tools into your hands.
