A Stitch Of Class

Role: Brand Designer & Web Developer (Logo Refresh / Social Media Build-Out / Full Web Design)

Platform: Web (Responsive Desktop + Mobile) + Social Media

Tools: Figma, HubSpot, Graphic Design, Content Strategy

The Problem

A Stitch of Class has been one of Woodstock, Georgia's most trusted embroidery studios since 1997 - nearly 30 years of precision craftsmanship, loyal clients, and a reputation built entirely on word of mouth.

But none of that existed online.

No website. No social media presence. No place for a potential customer to find them, verify their work, or reach out. For a business with 1,200+ completed orders and decades of community trust, their digital footprint was zero.

When Harold and Pat Curry - my grandparents - decided it was time to step into the digital world, I took it on as a personal mission. This wasn't just a design project. It was a chance to build something that finally reflected everything they had spent 30 years creating.

Who I Was Designing For

The primary audience was businesses, teams, and organizations looking for a reliable embroidery partner - the kind of client who needs corporate uniforms done right, wants branded merchandise that doesn't look cheap, and is Googling options they've never heard of before.

These users needed three things quickly: to understand what's offered, to feel confident the quality is there, and to have an easy path to get a quote.

A business with 27+ years of craftsmanship and over a thousand happy customers had every reason to earn that trust immediately - but with no digital presence, they couldn't even get in the door.

What I Found

Starting from scratch surfaced a different kind of challenge than a typical redesign. There was no existing experience to audit - instead, the gap was everything that was missing.

No discoverability. Without a website or social profiles, the business was completely invisible to anyone searching for embroidery services in the area. Referrals were the only path in.

No visual identity for digital. The existing logo wasn't built for screens, social media, or scaled print applications. It needed to be modernized without losing the character the brand had earned.

No organized service story. Years of offering branded uniforms, corporate gifts, team apparel, and custom logo work existed only in the owners' heads and in client relationships - there was no structured way to communicate the full scope of what they do.

No social proof on record. Despite a loyal client base built over decades, there were no testimonials, no portfolio, no before/after - none of the trust signals that a new customer needs to feel confident making contact.

No contact path. Without a website or active profiles, a prospective client had no clear way to reach out other than a phone number passed by word of mouth.

What I Did

I approached this in three phases: brand, social, then web - building each layer on top of the last.

Logo Refresh I started with the logo, modernizing it for digital without erasing what made it theirs. The updated mark needed to work at small sizes on social media, large on embroidered garments, and everything in between. Clean, classic, and built to last another 30 years.

Social Media Build-Out Before the website launched, I established their presence across Facebook, Instagram, LinkedIn, and TikTok - giving the brand a place to live while the site was in development, and building a content foundation that would support the web launch. This also gave us a place to gather early engagement and seed the testimonial pipeline.

Website Design (From the Ground Up) I designed and built the full site on HubSpot, structured around the same goal as the social presence: get a qualified lead to request a quote with as little friction as possible.

The homepage leads with the brand story - family-owned since 1997, built on craftsmanship - before moving into a clean service grid, social proof, and a direct contact path. The about page tells Harold and Pat's full story, because for a business like this, the people are the brand.

Services were organized into six clear categories - Branded Uniforms, Custom Logo Embroidery, Name & Number Personalization, Team Apparel, Corporate Gifts, and Promotional Merchandise - presented in a scannable card layout rather than buried in paragraph text.

For social proof, I built a testimonials section featuring real client voices, giving new visitors the validation they need before making contact.

The contact experience was simplified to a single, frictionless quote request — prominent in the header and reinforced at the bottom of every key page.

Before vs. After

‍ ‍ Before After

Discoverability : None — word of mouth only Indexed website + active social . across 4 platforms

Service Clarity: Verbal, informal 6 organized service categories . . with descriptions

Social Proof: Private client relationships Public testimonials + logo gallery

Contact Path: Phone number only Quote form, email, phone — . . accessible from every page

Brand Identity: Outdated logo, no digital assets Refreshed logo built for screen, . . print, and embroidery

Results & Reflection

A Stitch of Class now has a digital presence that reflects the quality and legacy they've built over nearly three decades. The website gives new customers everything they need to go from discovery to quote request - and gives the business a foundation to grow beyond referrals for the first time.

This project is also a generational one. Harold and Pat built the business. Now their daughter Cyndee and I are carrying it forward - and this rebrand was the first step in making sure it's positioned to last another 30 years.

If I were to continue developing the site, I'd prioritize building out the Logo Gallery into a full portfolio with project context - client name, garment type, and stitch count - turning it from a visual showcase into a trust-building tool. I'd also explore a structured intake form that pre-qualifies orders by quantity and garment type, reducing back-and-forth for both the client and the studio.

Some projects are professional. This one was personal. Every decision was made with care - because that's exactly how Harold and Pat built the business in the first place.

Old Logo