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re-branding a company

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Building the Dream Team

Creative Direction

Fiona Humberstone – Creative Direction

Building a website is a bit like building a house – you need an architect (someone who will create the elevations or the site map), you need a contractor (someone who will build the walls or write the code) and you need a designer (someone who will bring the rooms or pages to life once they’re built.)  We’re in the process of redesigning our website (as if we didn’t have enough to do!) and while we love our contractor who’s been by our virtual side since the day we launched Diane James Home, we wanted a whole new look and feel.  Hence our search for the perfect architect and designer.

Fiona Humberstone - Color Psychology

Fiona Humberstone – Color Psychology

The first time we saw Fiona Humberstone’s website, we fell hard and and we only dreamed that we could work with such a “creative catalyst” from across the pond.  Well, dreams do sometimes come true and after a lengthy questionnaire and a three hour Skype call, we convinced her to join our team.

Stitch - Canon Green Printed Media

Stitch – Canon Green Printed Media

The final step was to find a designer who could work with Fiona’s ideas and create a new brand and website for us.  As easy as this sounds, there are so many uber creative firms out there so we had to trust Fiona to reach out to the ones that made the most sense for us.  And we weren’t disappointed…  All of the proposals we received were unique and each had a specific voice but the one that spoke loudest to us was Stitch Design Co. in historic Charleston.

Stitch - Schermer Pecans Logo

Stitch – Schermer Pecans Logo

Another lengthy brand questionnaire later (if your brand were an object/car/person, what/who would it be?  who would be the ultimate endorser of your brand? you get the gist…) and we’re on our way to re-branding ourselves.  And we can’t wait to see what our dream team comes up with!  Stay tuned…

Stitch - Poppies and Peonies Website

Stitch – Poppies and Peonies Website

P.S.  Fiona has just put the finishing touches on her second book, How to Style Your Brand, due out this May.

Fiona's New Book

Fiona’s New Book

Photo:  Fiona Humberstone and Stitch & Co.