Antipodean Stitching Society began as a natural extension of The Stitchers Merchant, founded by Tam Lamson in Glen Innes, NSW.
What started as an online store offering a carefully curated range of needlepoint supplies has grown steadily. The Stitchers Merchant has built a reputation for combining traditional craft with a considered, community-led approach. Over time, that foundation expanded beyond ecommerce into experience-based offerings, including annual stitching retreats that now attract an international audience.
As the business evolved, so did its structure.
Antipodean Stitching Society emerged to support this next phase. It required its own identity. While still connected to The Stitchers Merchant, it needed to stand independently, with a clear purpose and presence that could support future growth.
This is where we came into the logo design project.
The brief required balance.
The new logo needed to:
It also needed to work practically across formats. This included social media, print, merchandise, and small-scale applications.
The direction was anchored early.
The focus was on building a badge-style identity grounded in:
Keywords such as guild, voyage, keepsake, ritual, and fellowship shaped the design thinking Â
Rather than designing for aesthetics alone, the approach prioritised meaning and longevity.
Three concepts were explored to test different interpretations of the brief:
A symbolic, place-based identity focused on orientation and meaning.
A bold, tattoo-inspired direction with strong visual impact.
A collective emblem built from multiple needles forming a unified mark.
The chosen direction positioned the brand as a community of makers, not just a product or business. Â
The final logo design is a circular guild emblem built from repeated needle forms radiating from a central star.
It communicates:
It provides recognisable links to The Stitchers Merchant through the use of colour and elements:
Teal, Raspberry, Gold and Parchment palette
The Needle
The Thread
The new logo set included:
Including versions with and without reference to The Stitchers Merchant, in PNG and PDF format.
A simpler version, also with and without reference to The Stitchers Merchant.
Greyscale for simple print applications.
Each version was designed for a specific use case, ensuring consistency across digital and print. Â
The final result is a structured, symbolic logo design built to scale across packaging, merchandise, and digital touchpoints.
The brand now has:
It is built to grow.
As with any marketing or design project, the key indicator of success (for me) is whether the client was happy:
Thanks so much Brenna!
Love it- it is fab! and love the way you have provided the different variations and suggestions.
This project is a strong example of what happens when strategy leads design.
The outcome is not just a logo. It is a brand asset built to work.
Book a 20-minute clarity call.
We’ll help you map what’s working, what’s not, and what to fix first.
