Serendipity Needleworks was a full-service yarn and needlepoint shop located in Tuscaloosa, Alabama. Seeking to capture the joy and beauty of creating something by hand, we designed the brand around a stitched mark that bursts with positive energy, infinite whimsy and a touch of Southern hospitality. We partnered with Serendipity Needleworks on countless fronts to develop a comprehensive retail experience and to forge a community of kindred spirits. This work included naming their rewards program—Hoops and Loops, choosing paint colors for the store and designing a range of materials to guide shoppers, increase class enrollment and promote event attendance.

Store front paint colors and sign
business card
Store front paint colors and sign
window lettering
embroidered apron
Hoops and Loops rewards card
sample tags
Jingle in July badge
Girlfriend Getaway badge

“Jen’s attention to detail, her expertise in what it takes to create an entire brand package, and her incredible talent combine to create a one-of-a-kind design firm that has met all of my needs. And when I come up with another new idea I want to implement, I can count on Jen to ask just the right questions and keep me on track, ensuring that our branding remains consistent with our mission.”
ellen johnson, serendipity needleworks

photography: Serendipity Needleworks & Northfound