"Who knew!"she said. "That's what people would say to me when I would show them an old sweater that I had repurposed into a pair of gloves or a mid-century television cabinet that I transformed into a wet bar." I listened as Evelyn shared how the exclamation "Who knew!" and an elementary school drawing of an owl by her daughter inspired her business name and it was perfect. With her small business well underway and a solid, creative name full of meaning, Evelyn was ready to bring a level of sophistication to her upcycle business yet still convey the personal, handmade feel that is at the heart of her brand.

Using inspiration from mid-century typography and illustration, I transformed the actual scanned version of Evelyn's daughter's owl drawing into a more stylized, streamlined vector illustration that Evelyn could easily use on collateral pieces like hang tags, point of sell tags, business cards and more. We scripted and shot her brand story video on location in her workshop and at both of her store locations. After hearing Evelyn's brand story numerous times during the shooting and production of her brand story video, the tagline was born in my mind. The video would be a first-hand look at Evelyn's creativity and highlight a special customer story that illustrates just what upcycled goods would mean to her future customers.

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