A brand experience that converted a new generation of crocheters to the Red Heart brand.

Overview

Red Heart is a heritage brand with a loyal consumer base. The brand launched Flower Power to reach beginner, trend-conscious makers—an audience often blocked by basic but technical barriers like colour switching. Beginner friction leads to early drop-off before users can experience enjoying success.

This campaign repositioned crochet as approachable and expressive by centering an innovative product feature: multi-colour projects without the complexity. My role focused on designing content to supported both the overarching user journey and strategic goals of simplifying onboarding and sustaining engagement.

Role: Communication design + information design + production
Art Director: Liz Balmaseda
Creative Director: Suzanne Theurig

Goals

This campaign wanted to target beginners by aligning with the brand goals of product innovation and education.

At the same time, the existing brand touchpoint of inspiration was optimized for all users, not just onboarding.

Strategy

Reduce friction → Enable early success → Build confidence → Drive continued engagement

The campaign focused on simplifying the learning experience through guided content, clearly community product benefits, and balancing education with inspiration to sustain motivation beyond first use.

Brand + Experience Design

Onboarding (Product Education Emails)

The teaser and launch emails introduced the product with a clear value proposition: effortless colour transitions.

Visual direction paired retro-inspired art direction (Liz Balmaseda) with bold, high-contrast graphics to signal creativity and accessibility—positioning the product as both functional and expressive.

Crocheter: Kat Brennan

Instructional Content (Video)

To support first-time use, I developed a set of instructional videos explaining what the yarn does and how to use it.

Information design was needed—we needed to explain the product without the complexity of a full tutorial. I restructured traditional crochet instructions into quick, scannable segments. This reduced cognitive load and made the content easier to follow for beginners.

These videos became a repeatable content framework, later reused across other All-in-One product launches.

The tutorial videos live on instructional pages (1) (2). The How-to-Stitch video also lives on the Flower Power product page.

Flower-Power--Info--Horizontal.mp4

Centralized Product & Learning Hub (Landing Page)

The All-in-One landing page brought together product education, tutorial content, and project inspiration.

This created a single destination where users could move from discovery → learning→ purchase without leaving our DTC website.

No live page—this page has since been redesigned with the release of other All-in-One products.

Sustained Engagement (Inspiration Emails)

Follow-up emails shifted from education to self-expression—showing how projects could be styled across different aesthetics.

This reframed crochet from a skill to learn into a creative outlet to explore, encouraging continued use and repeat engagement.

Each campaign touchpoint extended into organic social and paid ads, ensuring consistency across all platforms.

Flower Power - Try On.mp4

Impact

Expanded reach beyond the brand’s traditional audience by lowering the barrier to entry
Increased engagement by pairing education with inspiration across the user journey
Established a scalable content system (video infrastructure, product-education-inspiration brand experience) for future All-in-One launches
Strengthened brand relevance among younger, beginner audiences
Following the success of All-in-One Flower Power, other All-in-One products launched across the Yarnspirations brands.

Learnings

Removing early friction is critical to onboarding new users into complex crafts
Educational content is most effective when structured for clarity, not completeness
Inspiration sustains engagement after initial adoption
Brand experience is holistic, extend beyond visuals into content and learning frameworks

All-In-One-Blanket-Granny-ABC-Social-.mp4

All-In-One-Blanket-Granny-Social - Launch.mp4

All-In-One-Blanket-Granny-Patterns-Paid-Vertical.mp4

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