PUNCH CLUB
SCOPE | Brand Identity, Environmental Graphic Design
THE BRIEF
Develop a business that offers a marketable product or service and fills a particular niche within the creative industry.
MY CREATIVE VENTURE
The concept of Punch Club originated from my 2020 quarantine interest in rug tufting and punch needling. While these textile crafts rose immensely in popularity during that time period, the market for both remains incredibly niche with several opportunities for expansion (especially within the greater Seattle area).
To make rug tufting and punch needling more accessible and approachable, I designed Punch Club as brick-and-mortar business that serves as both a retail shop and studio space. Branding elements and environmental design choices were made to reflect the studio’s values in creativity, playfulness, and hands-on learning.
Brand Development
Built upon keywords such as plush, youthful, and experimental, I began the brand development process by ideating and refining logo designs that reflect the following key concepts:
_ Modularity → “rug within a frame”
_ Chunky, squashed type
_ Flower / petal motif
_ Playful and quirky with structure
Studio: The ORIGINAL Space
Creating an inspiring space that provides access to materials, guided instruction, and a community that shares similar interests is an essential part of establishing a unique identity for Punch Club.
Known for the flourishing art scene and laid back atmosphere, I selected a space for lease within the Capitol Hill district of Seattle to use as the foundation for the Punch Club shop and studio (shown below). At approximately 4,900 square feet, the Chophouse Row property includes a glass-walled storefront and an ample production studio.
Studio: final renders
Using SketchUp, I designed a space that is divided into three main areas: the retail storefront, the exhibition space, and the primary studio.
THE STOREFRONT
An array of products such as wool rug yarn, tufting guns, punch needles, wooden frames, backing cloth, and more are available for purchase.
THE EXHIBITION SPACE
An extension of the retail area, is accessible to all visitors. Work displayed include pieces created by local textile artists as well as workshop participants.
THE PRODUCTION STUDIO
An area dedicated to workshops and completing personal projects. With several work stations, an expansive wall of yarn, and a large work table, people are encouraged to be creative and build connections with other textile craft enthusiasts. Patrons who have purchased a membership will have the opportunity to use this space during open studio hours.
