In 2015, I co-founded a small business with yarn dyer and knitting designer Anne Podlesak. During our combined decades in the fiber industry, we had noticed how many professionals in the field lacked professional design. They would create beautiful products but then sabotage their sales with poor photography, graphic design, and editing.
Stitch Definition provided these services affordably, with the added bonus that both of us knew the field. We wouldn't make the rookie mistakes of photographing a shawl upside-down or miss an obvious typo in complicated knitting instructions.
The branding captures these ideas by viewing a knit stitch through a camera lens; it is crisply focused. The version of the logo above could be used for larger or more detailed applications (such as the business cards shown below), but primarily we just used the graphic.
