Print Production

Designing for the Shelf: Editorial, Packaging, and Product Design at Simplicity

Hundreds of SKUs. Recurring seasonal cycles. A brand that needed to show up consistently across every format and every shelf. Simplicity Creative Group is one of the most recognized names in consumer sewing patterns, with a catalog spanning hundreds of SKUs, a retail distribution footprint that demands print precision, and a consumer audience ranging from first-time sewers to longtime hobbyists. Every season means a new collection. Every collection means new editorial spreads, new packaging, and new products to shepherd from concept to shelf. Working within the art department, I was embedded in the full creative lifecycle: seasonal design production, packaging QA, new product ideation, and a brand identity project that went from blank page to photoshoot.