Image Credit : Folio Photography - Larry Vila Pouca
Folio Art Direction - Emmett Ryan
Project Overview
Big wool energy.
What started as a lockdown hobby has grown into a full-blown DIY revolution. Cardigang is here to make knitting cool, colourful and beginner-friendly. No nannas required.
Founded by Cat Bloxsom and Morgan Collins, Cardigang is all about good vibes, great yarn, and the joy of making something with your own two hands.
Project Commissioner
Project Creator
Team
Creative Director - Anita McArthur
Lead Designer - Emmett Ryan
Design Director - Larry Vila Pouca
Illustration - Emmett Ryan
Animation - Chris More
Campaign Photography - Alexandrena Parker
Digital - Studio Alt
Project Brief
Cardigang is not your nana’s knitting kit. This is DIY with attitude.
When Cardigang approached Seesaw, they already had an existing identity, cult following, vibrant community and a brand personality bursting at the seams. However, with bold plans to grow, they needed a brand system to keep up with their energy and expand confidently into new markets.
Seesaw was brought on to help stitch it all together. Our mission was to build a design framework that could flex across every touchpoint, from unboxing moments to digital applications and retail shelves. We didn’t want to reinvent the wheel but wanted to elevate, giving Cardigang the tools to scale easily.
Project Innovation/Need
Cardigang would never be your standard knitting brand, and the creative solution couldn’t be either. Our approach was to build a brand system that balanced expression with intention. The innovation wasn’t shouting louder, but knowing when to pause. We crafted a design language that flexes with purpose. Confident, fashion-led, full of personality, while always clear and cohesive.
We created a modular visual system that allows Cardigang to dial things up or down depending on the moment. Playful copy? Keep the typography tight. Loud colours? Consider scale. Gestural graphics? Ground them with a strict grid. The result is a scalable, intelligent framework that feels fun but never messy. An organised explosion of charm that can flex across every touchpoint without losing its identity.
The logotype was subtly refined to increase versatility. The heart icon found in the original brandmark was used as a supporting element rather than a lead, letting the brand evolve without losing its original spirit.
Design Challenge
The biggest challenge was tonal. Cardigang needed a visual identity that captured its fun-loving spirit while reflecting the elevated quality of its product and price point. It had to feel bold and bubbly but also polished and mature, which is a tricky balance.
Understanding the market’s need for self-expression and style, we built a system that could walk that line. This meant not every element could be loud, colourful or quirky. We had to pick our moments and create visual pauses that allowed the right message to come through. Contrast became our best tool. When the copy goes rogue, the design pulls it back. When the palette goes bright, the layout breathes. Every decision was about creating clarity in chaos.
The system had to be functional too, and easy for Cardigang to edit in-house. The result is a cohesive brand that communicates confidence, quality, and creativity without losing energy.
Effectiveness
The new brand system is bold but balanced, playful yet polished; it also gave Cardigang the confidence to show up loud when it counts and let the finer details shine through when needed. Every element was designed to be creative but considered, making the brand feel elevated and full of heart.
Cardigang rolled out the refreshed identity across its entire ecosystem with a clear and cohesive toolkit. From punchy Instagram posts to scroll-stopping emails, in-store packaging in Australia and the US, to every unboxing moment at home, the brand delivers a joyful, consistent experience. The modular packaging system made updates a breeze, while the design framework empowered the team to keep things fresh without going off-brand.
The result? A seamless user experience across digital and physical touchpoints, and an audience that just keeps growing. Cardigang’s community remains highly engaged and full of love for a brand that feels like its own – vibrant, crafty and irresistibly fun.
Graphic Design - Identity and Branding - Retail
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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