Valerie Damen

Patch & Sparrow

Client: Jenna Boden, Patch & Sparrow

Services Provided: Graphic Design, Brand Development


Jenna approved one of the business card designs at first go — the winning design consisted of a stitched grid pattern overlayed upon blocks of teal color.


Patch & Sparrow

Client: Jenna Boden, Patch & Sparrow
Services Provided: Graphic Design, Brand Development


Jenna Boden, a creative crochet and embroidery artist, hired me yet again to develop a visual identity system for her blooming new business, Patch & Sparrow.


I faced one main challenge during the production of this project:

1. Boiling down all of Jenna's great ideas into one strong, streamlined direction.


Before I dove into logo sketches and brainstorming, Jenna and I sat down over coffee and thoroughly discussed her vision, target market, final deliverables for the project (logo/business card), and an overview of the business itself. Unlike her other brand, Stuff by Ludwig — a crochet business that I had the pleasure of branding for her a few years back — Jenna had a fairly concrete idea of what she was looking for. During our debrief, she provided me with a few logo samples that she was visually drawn to, a small list of whimsical fonts that she wanted to use, and a selection of color palettes. She also requested that the logo include a sparrow and some sort of embroidery tool — the rest of the creative process was left in my capable hands.

Similar to the branding process of Stuff by Ludwig, I chose to tackle the logo design first. I reviewed my pages of notes gathered from our chat over coffee and began experimenting with type, image, and layout through pencil sketches. I toyed with abbreviated logo arrangments, different ways to stylize a sparrow, and researched fresh new ways to visually convey embroidery. When I finally felt that all of my ideas were stored on paper, I strategically studied each sketch and starred my top 5 concepts that I wanted to bring to life digitally. Through shape manipulation and handcrafted paths, each of the 5 logos was refined in Illustrator. From the 5, I then dwindled the concepts down to the top 3 and sent those proofs/rationales to Jenna via email. Aside from a few minor tweaks (she asked that I scale down the embroidery ring a bit and change the orientation of the needle), she instantly fell in love with one of the 3 concepts I had sent her. 

When we finally landed on the official Patch & Sparrow logo, I formatted the design for both horizontal and vertical usages and exported the logos with both digital and print profiles. Since Jenna had such a refined vision for her new business, I decided to have a quick follow-up meeting with Jenna to find out how she wanted to approach the business card portion of the project. From our second meeting, I was granted with flexible creative direction, with the only few stipulations that the card be horizontally orientated, be simple and clean, and to stick with the original color palette — no additional colors were to be added. 

With a fair amount of creativity at my disposal, I thumbnailed potential grid systems and transformed those sketches into tangible business card layouts using Illustrator. After careful review of my handful of business card designs, I felt that the cards were looking too corporate —  they didn't have enough whimsy. The structural foundation of each card was working, but there was something missing. On a mission to maximize the design's handcrafted feel, I began experimenting with texture and pattern, but the product still didn't feel complete or unified just yet. Set on approaching the design from a fresh new perspective, I decided to review my original brainstorm notes, when one keyword really resonated with me, 'stitches.' As soon as I came across that word I was instantly recharged with creativity and I ran back to my business card layouts and began experimenting with an array of stitched applications. When I felt I had 3 strong business card designs, I sent off those proofs to Jenna, where she was immediately drawn to one of the concepts. Aside from a few content changes and typography alterations, Jenna approved one of the business card designs at first go — the winning design consisted of a stitched grid pattern overlaid upon blocks of teal color.


Jenna's Patch & Sparrow logo was exported in black, white, and full color for both digital and print usages. The layout and design treatment of her business card was expanded into web layout and other printed promotional materials for her business.