The Problem:

The Royal School of Needlework (RSN), a global centre of excellence in hand embroidery, wanted to increase its visibility and reach particularly with younger audiences to raise awareness of its offer including Europe’s only BA Hons degree in hand embroidery to a broad range of leisure courses, professional studio and much more.

The Story:

They came to us with Fragile Threads – a campaign rooted in contemporary social awareness, designed to reignite interest in this heritage craft and made possible by The National Lottery Heritage Fund.

The logo proved tricky. Our take on “contemporary” didn’t quite align – until we introduced a hand-drawn dandelion. Smiles spread instantly.

Unbeknown to us, its drifting seeds had inspired the entire initiative: nature’s metaphor for spreading the
word.

From that moment, everything clicked. We developed the story, messaging, and brand – crafting guidelines and executions that blended an arts-and-crafts sensibility with a modern edge. Real scattered threads formed textured backdrops, paired with a fresh colour palette and contemporary typography.

The Result:

We delivered a suite of honest, emotionally driven messaging and design – empowering the RSN to spark conversations with partners ranging from grassroots charities to global brands. By reframing embroidery through a contemporary lens, we helped reconnect this historic craft with new audiences – positioning it as a tool for creativity, empowerment, mindfulness, and wellbeing.