THE COMMON THREAD CLUB
The Common Thread Club is a self initiated branding project exploring how knitting culture can be reimagined through a contemporary and social perspective. Inspired by my own experience of learning to knit, the project started as a way to bring together two parts of my creative world: design and making.
The identity builds a visual universe around the idea of creating together, moving knitting away from its more traditional associations and presenting it as something current, expressive and social. The concept extends across different fictional events and experiences, from Disco Knits and workshops to yarn exchange days, allowing the identity to evolve across both digital and physical applications.
What began simply as a fictional project quickly generated real interest when shared online, with people asking where they could join the events and encouraging the club to become real. What was originally an exercise in branding and storytelling is now slowly finding its way into the real world.
Year: 2026
Sector: Social
THE COMMON THREAD CLUB
The Common Thread Club is a self initiated branding project exploring how knitting culture can be reimagined through a contemporary and social perspective. Inspired by my own experience of learning to knit, the project started as a way to bring together two parts of my creative world: design and making.
The identity builds a visual universe around the idea of creating together, moving knitting away from its more traditional associations and presenting it as something current, expressive and social. The concept extends across different fictional events and experiences, from Disco Knits and workshops to yarn exchange days, allowing the identity to evolve across both digital and physical applications.
What began simply as a fictional project quickly generated real interest when shared online, with people asking where they could join the events and encouraging the club to become real. What was originally an exercise in branding and storytelling is now slowly finding its way into the real world.
Year: 2026
Sector: Knitting Club
