THE NAITO LAUNCH

  • For this new sewing pattern, my role was to build a rich campaign story around the Naito Bucket Bag. I designed all graphical elements and photography and managed their distribution across a variety of platforms.

    www.klumhouse.com

  • Ellie Lum - Founder, Bag Designer + Teacher

    Ellen Brown - Editorial + Marketing Director

    Kurt Nettleton - Class Video Filming + Editor

    Katie Whittle - Class Producer

    Ciara Lynsey, Alex Stone, - Photo Models

  • Klayvio Newsletters
    Shopify Home + Collection Pages
    Page Fly Landing Pages
    Instagram
    Youtube

PRODUCT BRANDING

CAMPAIGN DESIGN

ART DIRECTION

PHOTOGRAPHY

klum house

ABOUT

The Naito Bucket Bag is an intermediate home sewing project. Conceived as a desirable working accessory with multiple pocket functions to carry everything for everyday life!

The campaign goal was to craft a product story that inspires beginners and engages the sewing community with joy and
the self belief to make this bag for themselves.

STORY

The brand mission is to build customer confidence in their own making abilities through strong educational goals. I built presentations that outlined the skills and rich concepts involved in the project. This made sure the whole KH team had a strong understanding of all the narrative components and know how to speak about this bag.

  • STYLING

  • MATERIALITY

  • AAPI STORIES

  • LANGUAGE

  • PURPOSE

  • SKILLS

BRANDING

I wanted a fresh font with an angular and rounded quality (Future Classic), mimicking the construction of the bag. The thin lines are also reminiscent of the pattern diagrams. I sketched flat graphics inspired by brands such as Muji, to imply a sense of organization within this project, no fuss and design forward.

The colors evoked the end of summer in the dry season of Portland Oregon (the bag’s release date), where all green has faded from the landscape to be replaced with faded yellows, golds and the oranges of Fall.

LANDING PAGE

The Naito landing page is designed to both excite a prospective maker but also act as a deep dive into the bag features, explain the product options, describe the making experience and outline the skills the maker will learn. Exploring the landing page was about building a trusting relationship with the potential customer, for them to feel like they were investing in a rich experience, and that our thorough support would ensure their success.

Social extended these stories, from announcements to outlining features, and inviting a click to find out more.

MARKETING + SOCIAL

NEWSLETTERs

VIDEO ART DIRECTION

The online class trailer is almost the most crucial piece of advertising material. It needed to build a warm relaxed atmosphere, introduce Ellie (the bag’s designer and teacher). My role outlined the trailer story and vibe, I chose the music music, styled the studio, and outlined graphics. I was responsible for making sure our videographer and editor was also in tune with the aims and atmosphere of the project, allowing him to bring his own ideas into the fold.

PHOTOGRAPHY

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