Greystone Needlepoint
Greystone Needlepoint is a curated shop of needlepoint canvases and accessories founded by Shannon Zimolong, a Philadelphia native whose love for needlepoint began over 20 years ago. Shannon discovered needlepoint as a creative outlet and a source of calm amidst the chaos of everyday life. Her goal was to combine her love of interiors, textiles, and needlepoint to create a stylish lifestyle brand that would stand out in the established needlepoint market. With Greystone Needlepoint, Shannon offers a curated selection of needlepoint canvases that are classic with a playful and modern twist. Her brand reflects her own story and interests, from interiors and family time to travel and vibrant details, appealing to clients who share the same passions.
Shannon wanted to create a high touch brand that reflected her new traditional style, making a statement as she entered the niche needlepoint community. Her ideal client is someone who loves to stitch and desires to incorporate this pastime stylishly into their lives, transforming what could often feel dated into something fashionable and modern. The brand’s visual identity needed to convey this blend of classic and contemporary elements, infusing a sense of warmth, creativity, and elegance.
Creative process
To fully understand the art and culture of needlepoint, I not only researched its history but also learned stitching techniques myself. This hands-on experience allowed me to appreciate the intricate details and therapeutic nature of needlepoint, as well as learn why it has become a beloved pastime for many years. Needlepoint, with its rich history dating back to ancient Egypt and its evolution through the ages, has always been a medium of artistic expression and meticulous craftsmanship.
The logo mark for Greystone Needlepoint draws inspiration from historic needlework samplers, incorporating Shannon’s favorite flower, the peony, in a block print style. The stem of the peony is depicted as a needle, pulling through the canvas to bloom beautifully. The leaves represent the canvas, with two birds perched to symbolize community and calm, echoing Shannon’s sentiment of “busy hands, a quiet mind.”
the identity
The final brand identity for Greystone Needlepoint is a harmonious blend of classic, chic and modernly whimsical. The logo and visual elements capture the essence of needlepoint’s history and Shannon’s personal style. The peony and needle motif, along with the serene birds, create a timeless and inviting brand image. The branding effectively communicates Shannon's story and vision, appealing to clients who share her love for beautiful details and creative expression and who want to seamlessly incorporate the beloved pastime into their stylish lives. Greystone Needlepoint now stands as a testament to Shannon's passion for stitching, offering a curated collection and online community that delights and inspires.
deliverables
Branding and Visual Identity
Stationery and Printed Collateral
Social Media Templates
Packaging
credits
Mary Margaret Smith, photography
Jenny Ham Studio, photography
kind words
Working with Holly was an absolutely delight! From the initial consultation to the final delivery, she demonstrated exceptional creativity, professionalism, and attention to detail. Holly took the time to understand my vision and transformed it into a stunning brand identity that truly represents who we are. Our logo, color palette, and overall brand aesthetic have received nothing but positive feedback from our clients. My tissue paper being one of my favorite brand identity pieces. I couldn't be happier with the results and highly recommend Holly to anyone looking to elevate their brand to the next level. -Shannon Zimolong