Client: Pochoir.NYC
Scope: Brand Identity Development, Messaging, Website Copy, Social Media Strategy, Coaching, Product Launch, Brochure & Package Design
Objective: Define a clear target audience, establish a cohesive brand direction, and launch the first product with a refined visual identity and mission.
When Ceci first started Pochoir.NYC, she was selling one-off designs on Etsy without a clear direction. She knew she wanted to sell more, but she wasn’t sure who she was selling to or what her brand truly stood for. While she had a great creative eye, she lacked a clear path to turn her skills into a sustainable business.
For about a year, we had ongoing conversations about her vision, goals, and the challenges of turning her creative work into something bigger. She hesitated to take the leap, unsure if she could turn her passion into a real, sustainable business. But after months of encouragement and strategy discussions, she finally decided to step all in and begin developing Pochoir.NYC into something more than just an Etsy shop.
I encouraged Ceci to step back and think bigger—who was her ideal customer? What problem was she solving? Together, we refined her audience and crafted a mission: Pochoir.NYC would help busy professionals upcycle their worn-out work clothes with beautiful, beginner-friendly embroidery kits. The goal was to make sustainable fashion feel polished, accessible, and easy to do at home—not expensive or intimidating.
- Website Copy & Messaging: I helped Ceci write compelling website copy that clearly communicated her brand’s mission and value.
- Business Systems: We began thinking about systems that would help her run her business more efficiently while maintaining creative control.
- Product Development & Package Design: With limited funds, I helped Ceci design her first embroidery kit, ensuring it was both cost-effective and high-quality. This included developing packaging that reflected her brand’s aesthetic—a thoughtful, stylish presentation that made each kit feel like a premium sustainable product.
- Social Media Strategy & Direction: I provided Ceci with a strategy for growing her social media presence, helping her create content that aligned with her brand and attracted her ideal audience.
- Brochure Design: To enhance the customer experience, I designed a beautiful, informative brochure that would eventually be included in the embroidery kits and also sold separately. This brochure educated customers on embroidery techniques, sustainable fashion, and styling ideas, adding even more value to the kits.
Instead of just selling products, she was now offering a complete experience: a way for customers to personalize their wardrobes, embrace sustainability, and build a creative community.
With a clear brand and a focused product, Pochoir.NYC launched its first collection of embroidery kits and made its first sales—a significant milestone for Ceci. While she didn’t sell out immediately, her product resonated with customers, and she quickly gained traction.
More excitingly, Ceci’s unique offerings caught the attention of high-fashion brands. She was invited to participate in a winter collaboration where the fashion house sold garments, and Ceci embroidered a flourish on them. This collaboration helped her gain visibility in the fashion world and provided a new avenue for showcasing her work.
Ceci’s brand also gained momentum in the wholesale market. She began receiving inquiries about wholesale opportunities and being asked to sell her products in retail settings—a huge win for her business.
As Pochoir.NYC continues to grow, Ceci’s next step is to increase her output of designs and create more quick-turnaround digital content to further engage her audience and reach a broader market.
Pochoir.NYC’s journey demonstrates the power of clarity and consistency. By taking the time to refine her brand identity, target the right audience, and develop a product that resonated with her customers, Ceci turned her creative passion into a sustainable business. The journey wasn’t instantaneous, but with a solid foundation and focused effort, she was able to attract both customers and high-profile fashion collaborations.
Ceci’s story proves that success in business isn’t about overnight wins—it’s about persistence, clarity of vision, and a willingness to step into your potential. By focusing on the right strategies, staying true to her mission, and continuing to evolve, Pochoir.NYC is well on its way to becoming a leading force in sustainable fashion.
Ditch the burnout, charge what you're worth, and build a six-figure creative business—without sacrificing your passion or freedom.
