LOGO & BRANDING ELEMENTS
When Fireside Stitchery in Malvern, PA was sold in 2023, the new owners wanted to refresh the look and feel. The original Fireside logo, created when the store operated as a mail-order catalog in the 1990s, was still in use at the time. They wanted something that felt fun and modern but captured the creative, flowing essence of needle arts. We came up with the Fireside logo you see here, with the needle and flame extracted for a variety of uses such as a watermark and icon, which is used throughout the site and on the business’s social media pages.
WEBSITE DESIGN AND FUNCTIONALITY
Also in need of a refresh was the Fireside website, which didn’t include pictures of the threads they offered. The previous site simply listed the color names, and the rest was up to the customer. Our main goal when creating the new Fireside website was to integrate it with the Shopify POS that they were using at their brick-and-mortar location. We were able to build a site on the Shopify platform that meets all of their goals, including seamless integration with the POS, e-commerce, responsive color swatches, plus organization and hosting of hundreds of thousands of products and variants.
PRODUCT PHOTOGRAPHY
One of the main goals for the Fireside website was to bring to it that which the previous site was lacking: images! In the needlepoint industry, many manufacturers don’t have images of their threads on their websites. We decided that we would create our own, even photographing those from the few manufacturers that do provide photos, to ensure that the Fireside site has as complete a collection of high-quality thread images as possible. We wanted to showcase the texture and color of these threads, elements that are so integral to the final product of a needlepoint project. In 2024, we started on a long journey to capture images of every single one of the 15,000+ individual thread colors that Fireside carries. Each image is edited in the same style, with the signature Fireside needle and flame icon. One spool at a time, we are working our way through the extensive inventory of manufacturers and thread lines.
