I started So What Studio in 2020 with no real plan, and definitely no colour palette. The name came from a quote by Andy Warhol about letting yourself off the hook when something has been weighing on you for too long. Just saying, "so what," and moving forward.
At the time, I was scared to share my work online. Every post felt vulnerable. Naming the studio became my way of reminding myself to do it anyway.
building the identity.
There was no system at first, just instinct and a lot of trial and error. I tried different motifs and colours, until things felt right and clicked into place. Here's what I landed on once I started treating it like a real brand.
None of this is 100% locked in stone, and I'm trying to be okay with that lately. The palette shifts a little, the photos get better, my stitches get neater... I try new things and keep some of them. What stays the same is the feeling underneath it all: warm, handmade, a little soft around the edges, never too serious.
That thread is the actual brand. Everything else is just allowed to keep growing. šŖ“
the customer.
The person I'm making this for still loves cute, slightly silly things and never wants to stop. She notices when something was made by real hands, and that makes her happy.
I pictured her clearly pretty early on, and once I did, everything else got easier...the colours, what to make next, how to even talk about it.
the work.
Everything starts as a little sketch, then it's felt, or yarn, then it's me photographing it at my kitchen table in whatever light I've got that day.
In my cozy home studio, no team, a one-woman operation! I'm slowly learning how to make something handmade look as special in a photo as it feels in my hands.
I really love figuring out the catalogue layouts especially. I like the challenge of taking a bunch of one-of-a-kind pieces and making them feel like they belong together.
by the numbers.
I still get a little giddy looking at these. There wasn't a team or an agency behind any of it - just me, making things, putting them out into the world, and finding people who connected with them.
