mary mack
Mary Mack is more than just a brand; it’s a heartwarming tale of tradition and legacy, woven together by a grandmother and her granddaughter. This story began with Sondra Callaway Williamson’s grandmother, who taught her the delicate art of hand embroidery. Through this simple yet profound act, a love for meticulous detail and beautiful creations was born. Mary Mack embodies the essence of this relationship—unapologetically old-fashioned yet refreshingly modern. The brand pays homage to the timeless art of embroidery, reimagined with state-of-the-art software and machinery. Every design is intentional, with thoughtful attention to detail, blending charming sensibility and sentimental spirit. It’s a narrative where the old and new, simple and fancy, effortlessly come together. Each piece, from hand-cut pillows to intricately stitched embroidery, reflects the quality and care that Sondra values. Mary Mack embraces color and nostalgia, curating the best of the past and present and celebrating designs that are classic but never pretentious. Named after her grandmother, Sondra’s business is a tribute to the enduring influence and inspiration of Mary Mack. Sondra desired a thoughtful visual identity that communicated the story so dear to her in a fresh and modern way.
The creative process
The influence of Sondra’s grandmother was the cornerstone of the brand design for Mary Mack. Capturing the story of what inspired Sondra to start embroidering and eventually establish her business was essential to the brand’s soul. Sondra reminisced about the flamingos flocking in her grandmother’s flower beds, a memory that sparked a creative journey. Through a series of sketches, I discovered that the flamingos’ legs formed the letter “M,” creating a secondary, simplified mark. Researching the origins of embroidered arts led to the exploration of chinoiserie design details, incorporating elements like camellias and satsumas from Mary Mack’s yard and the playful flamingos. These elements became integral to the brand, blending whimsy and nostalgia with a touch of elegance.
The identity
The final identity of Mary Mack encapsulates the whimsical, nostalgic, and timeless elegance of the brand. It tells the story that inspired Sondra and aims to inspire her clientele as she shares her cherished art with them. The brand imagery, down to the custom tissue paper Sondra uses to wrap each package, communicates the meticulous details and care she puts into every embroidered piece. Camellias, satsumas and flamingos are not just decorative elements; they weave a narrative that resonates with the brand’s essence. The identity reflects Sondra’s dedication to quality and her passion for the art of embroidery, creating a connection that is both personal and profound.
deliverables
Visual Identity
Printed Collateral
Packaging
Product Illustrations
credits
Mary Margaret Smith, Photography
Kathleen Varner, Styling
kind words
“I’ve been a big fan of Holly’s ever since she illustrated a map for our daughter’s wedding. So, when I started my business this past year and considered the importance of brand identity, it seemed only natural to reach out to her. I typed an email, shared my thoughts, hit send and held my breath. Afterall, the map design had been a few moons past and countless projects, collaborations, magazine features including Martha Stewart Weddings and a growing role as Dogwood Hill Creative Director for Holly. But just like her response some seven years ago, it was immediate and infused with the same kindness, enthusiasm and delight. Her ability to listen and her desire to understand the client’s business is visible in her finished work. Named for my grandmother who shared with me her love and appreciation for embroidery, Mary Mack’s branding is no exception. From the satsumas and camellias that grew in my grandmother’s yard to the flamingos that stood poised in her flower beds, elements were incorporated that are both meaningful and memorable. Holly’s suggestion of the chinoiserie gives notes to the origins of embroidery and the tree branches that playfully intertwine hints at threads and sewing. Additional patterns and other supporting elements add to the Mary Mack suite and create further interest. Holly’s attention to detail is impeccable. Her collaboration process is engaging. Her business approach is most professional. She truly is an extraordinary talent!” Sondra Williamson