Vienna Craft Knitter Crew

Client: Personal Project  |   2018  |  Typeface Design, Logo, Social Media

Since childhood, I have been fascinated by crafting, knitting, and embroidery. Mainly because my grandmothers and my Mom taught me what they knew, and I have always found value in something made with our hands. During a visit to the MAK Museum in Vienna, I was mesmerized by a picture of a group of ladies at a cookie stand. I loved the type of sign that hung above them, their outfits, and the cookie design; everything seemed thought through. Little did I know that those women were part of a movement developing in Austria; they were the daughters of wealthy industrialists and the wives of Creatives that would shape the Wiener Werkstätte. Among those women were also creatives  like Emilie Louise Flöge with her couture shop "Schwestern Flöge" and Edith von Mautner-Markopf pictured in the center, a Graphic Artist and wife of Koloman Moser. And I did feel a bit ashamed that this information was never available for me at university, for example, or in any of the books I read about it. 

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Inspired by those women, I designed a typeface for a logo for what I initially thought would be a group of women getting together to enjoy crafting. I started the Instagram Page, Facebook Page, and Group. We met once and had a wonderful time, but life happened to me, and I had to leave Vienna, so I decided to use the platform to promote crafters around Austria. Then again, the pandemic hit, and other priorities led me to freeze this project. You could call this a FAIL (First Attempt at Learning) and you might wonder why am I including it here. Exactly because of that, it was my capacity to understand were my mistakes where and how to fix them. Communities are built to common identification but that is just the starting point. You need to deliver value, tell a story, connect. I am incredibly grateful to the people who are still in the group and our followers on Instagram.