American
Craft Council

Woman with short curly hair and glasses, wearing a purple top and scarf, holding up and examining a blue wooden sculpture of a human figure in an art studio with other art pieces and art supplies.

A rebrand that celebrates the handmade world.

We revitalized ACC’s visual identity and voice, shaping the bold future of the brand’s rich 80+ year legacy. The evolved brand culminated in a website redesign that welcomes audiences, communicates a legacy of craft and innovation, and fulfills the brand promise of making meaning.  

Brand Strategy

  • Growth & Innovation Strategy
  • Brand Architecture
  • Repositioning
  • Audience & Market Research

Brand Identity

  • Voice
  • Logo Design
  • Brand Guidelines
  • Design Systems

Digital Experience

  • UX Strategy
  • Website Design
  • Website Development

Content

  • Creative Strategy
  • Art Direction
  • Design
  • Copy
Left side: Logo with a coral-colored stylized letter "C" followed by the words "AMERICAN CRAFT COUNCIL" in uppercase black letters. Right side: Several variations of the words "AMERICAN craft" with sub-labels underneath in black font, including "EVENTS," "FORUM," "MADE," and "PODCAST." The word "craft" is large and prominent, with "AMERICAN" smaller above it in each variation.
Image showing multiple pages from a brand guidelines document for the American Craft Council, including sections on logo family, color palette, photography, brand family, typography, and iconography, displayed in a neat grid on a dark background.
Top image: Embossed logo and text "AMERICAN CRAFT COUNCIL" on beige paper against a dark background. Bottom image: Four round buttons on an orange surface, with two featuring a stylized "C" logo in red and black, one with the text "AMERICAN CRAFT COUNCIL" in black on white, and one with the text "Making Meaning." in white on red.
Screenshot of a webpage from the American Craft Council titled "Yuko Nishikawa." The page features a portrait photo of Yuko Nishikawa, a woman standing among colorful hanging sculptures made of fabric and paper. The text describes her as a Japan-born, Brooklyn-based sculptor who works with clay, paper pulp, wire, fabric, and recycled glass lenses to create fashion mobiles, lighting, and sculptures. Additional images include a photo of one of her abstract sculptures and related stories at the bottom of the page. The layout includes navigation options, a call to join or donate, and various sections of text about her work.
Hand holding a red smartphone displaying an article titled "A Match Made in Idaho" from the American Craft Council website, with a photo of a wooden building under the headline. The person has brown skin and wears red and blue bracelets. The background is light blue. On the left, a collage of webpage screenshots from the same website featuring articles, menus, and subscription form layouts.
Billboard advertisement for American Craft Fest 2024 with a photo of a woman smiling and a person working on a craft project. The text invites people to explore regional craft culture with hands-on activities at a free, all-ages event on June 8-9, 2024, at Union Depot in St. Paul, MN, and provides a website for tickets.
Magazine spread titled "The 2024 American Craft Council Awards" with a large photo of a man resting his face on his hand, wearing a sleeveless argyle sweater vest, sitting in front of colorful, patterned artwork. The left page contains text about the awards and some credits.
Woman working on a wooden loom, weaving fabric in a brightly lit room with textiles hanging on the walls and natural light coming through a tall window.

Customer testimonial

Executive Director, American Craft Council

Thank you for being such great partners and for all you did to ensure that we reached this milestone. Reaching it at all given the timeline we imposed is impressive; arriving with a sense of joy and our esprit de corps intact is remarkable.

Target

Onto the Next Study →

Target