Craft Party
Brand Strategy, Business Plan, Brand Identity, Website Design, Event Strategy
Crafted for Community
Born from the intersection of e-commerce and community, Craft Party needed an identity distinct from its warehouse roots. I co-developed the brand, business plan, and visual identity—creating a community-focused retail and event space centered on high-end craft experiences for both local artisans and traveling bridal parties. I led market research, naming, wireframe website design, social media asset creation, and structured their offerings with a strong SEO and business foundation. Although the space closed due to Hurricane Helene, Craft Party established a clear, lasting brand presence and laid the groundwork for future creative collaborations.
OVERVIEW
Craft Party was a hybrid retail and event-based brand created to bring high-end craft experiences to Asheville’s booming wedding and tourism markets. I co-developed this brand with Holly Gray, a luxury textiles entrepreneur who had signed a lease in the basement of Mojo Coworking. The goal was to create a community-oriented space that bridged local makers, hands-on events, and boutique retail experiences.
DISCOVERY & STRATEGY
Through my role as brand and operations manager at Mojo, I had been developing a business plan to launch monthly makers markets in the coworking event space. While that proposal wasn’t adopted, it led to a collaboration with Holly, whose vision aligned with my longer-term plans for community-centric creative experiences. She brought the retail space, and I brought the research, strategic direction, and brand clarity.
EXECUTION
I led a full strategic and creative development process including:
Brand naming and identity design ("Craft Party")
Competitor and demographic research into sip-and-paint, DIY, and craft retail models
Wireframing and structuring the website
Designing social media templates and event update systems
Mapping out revenue streams through bridal shower packages, experiential events, and consignment-based retail
The brand emphasized experience over product—focusing on curated, high-end crafts paired with local maker collaboration and events designed for bachelorette parties and tourists.
OUTCOME & TRANSITION
Despite a strong launch, Hurricane Helene hit just four months into Craft Party’s opening. Due to the early-stage nature of the business and its long-term revenue trajectory, Holly ultimately had to close the physical location. However, the brand laid groundwork for future projects, and Holly and I have maintained a strong working relationship for new initiatives.
KEY CONTRIBUTIONS:
Strategic brand development and naming
Business plan, market research, and demographic targeting
Full visual identity, wireframing, and content asset creation
Collaborative consultation on launch planning and space design
