Saturday, October 16, 2010
What to be and where to go; designing decisions
I recently designed for a well known store that sells clothing and home products at extremely low prices. It's called Zeeman. They started a campaign to promote their yarns. They mostly sell cheap acrylic, but sometimes you get good deals on mixed wool yarns. It's a place where loads of beginning knitters go to buy there starter kits.
I was very flattered to be asked to design some patterns for their online campaign keeping their target group in mind. It's a pretty clever setup. You get to choose from around 20 free patterns and either download the pattern and shoplist and get to work using the Tutorial (written by yours truly) and/or watching Youtube films OR forwarding your choice trough Twitter, Hyves (dutch Facebook) or mail and ask a befriended knitter (or family member) to do it for you.
Big Boom Bow, Orly, Pom Pom Vintage and Lima are my designs (the choise of names isn't).
It's in Dutch so you'll have to find a free language course online to get the full benefits of the campaign if you're not fluent in Dutch...
Zeeman is also organising a big knitting event where they want to break the world record of 'knitters in one place knitting'. It's all a big publicity stunt of course, with Dutch soap actrice/presenter Nikkie Plessen hosting it and the national press covering it, but it's still a good idea to promote knitting in general as well.
I was asked to teach the workshop during the event. My eyes got big and I replied with a greedy YES and then it slowly dawned on my what they were actually asking of me and I decided it wasn't what I wanted to do/be or what I wanted to connect my 'brand-in-building' to. Not because I look down on their brand or the type of press coverage, but because it just doesn't fit with what I want to be and become.
It's like a car designer is asked to drive in a formula one race. All very exhilarating but just not his thing...
If you still have non-believers around you, this campaign might just work! Just slip them the link during a chat session.