Baby Lock

Baby Lock, a Tacony brand known for its innovative sewing and embroidery machines, I led the development of cosmetic and brand guides that modernized the product aesthetic.

I led creative efforts across product development, branding, and retail support to elevate the sewing machine brand and empower its network of independent retailers.

Product Development: Created spec sheets, brochures, machine cosmetics, and packaging to support product launches and refreshes.
Branding: Developed and maintained a comprehensive style guide, establishing consistent typography, photography direction, and visual identity across channels.
Trade Shows: Concepted and executed creative for Baby Lock’s annual retailer event in St. Louis, where partners from across the country gathered to experience new products and brand updates.
Digital Asset Management (DAM): Spearheaded Tacony’s first DAM implementation, building retailer portals and launching self-serve asset libraries to streamline access to marketing materials.
Retail Experience: Designed in-store point-of-purchase (POP) materials to support product education, drive engagement, and reinforce brand presence at the shelf.

Baby Lock Tech

Baby Lock’s annual event showcases new product launches, trains retailers on key features, and builds lasting partner loyalty. By bringing all creative work in-house—including concept development, event branding, motion graphics, and speaker presentations—we deliver a cohesive experience while saving the company money in agency fees.

Sew Let’s Hang Out

To address the challenge of younger makers feeling intimidated by local sewing stores, we developed a campaign to encourage them to engage with these shops. For the Sew Let’s Hang Out campaign, the in-house team handled every aspect of the creative process—from location scouting and videography to the development of final media assets.