Logo Design & Brand Identity for New Age Needlepoint
A complete brand identity system built to carry a modern craft business across every touchpoint – from needlepoint products to product hang tags.
The Challenge: New Age Needlepoint needed a brand identity that could bridge two worlds: the warmth and tradition of handmade craft, and the clean, confident aesthetic that today’s consumer expects. Without a cohesive visual system, the business risked looking either too niche to attract new customers or too generic to stand out in a growing market.
The Solution: ADG designed a full brand identity system anchored by a botanical oval emblem – a pine frond mark that nods to the natural, handcrafted nature of needlepoint. We paired it with a bold serif wordmark and a secondary monogram mark for flexible use across packaging, signage, and product applications. The result is a system that works at every scale.
”Thank you so so much for all your hard word! I love the final product and look forward to sharing it and getting everything set up with our new branding!
Summer SpearsOwner New Age Needlepoint
New Age Needlepoint came to ADG with a brand problem that a lot of small business owners in a traditional industry will recognize: the craft had real roots, a clear point of view, and a founder ready to push it forward – but the identity didn’t reflect any of that yet.
The owner was from South Carolina, and that shaped everything. Needlepoint has always been built around the needle – and so has the South Carolina pine. That double meaning became the foundation of the brand. The primary mark is a botanical oval featuring a stylized pine frond, a nod to her SC roots and a visual play on the craft itself. It’s specific enough to mean something, but clean enough to work anywhere.
That specificity matters because the needlepoint industry is, by most measures, still catching up. The category has been slow to modernize, with only a handful of competitors who have done the work to build brands that feel current. She knew that was changing – not just in aesthetics, but in the way the product is made. The industry is moving toward printed canvases alongside the traditional hand-painted ones, and she wanted a brand that could grow into that future without looking like it was built for the past.
We designed a full identity system with that range in mind. The primary logo pairs the pine frond emblem with a structured serif wordmark. A secondary monogram mark – the “NA” set inside a divided circle – gives her a versatile option for smaller applications like hang tags and product labels. The deep forest green palette ties it together: natural and craft-forward, but not rustic or dated.
The result is a brand that’s ready to compete – and built to last as the industry around it evolves.
