SIMPLY DEFINED
Scrapbooking Made Simple
Services
Project Overview
Scrapbooking Made Simple is an established craft retailer with a loyal international customer base, predominantly in the United States. Their monthly releases — curated collections of cutting dies, stamps, stencils and scrapbooking papers — are a core part of how they engage their community and drive recurring sales. Over three years I worked closely with the SMS team and Couture Creations to design and produce those collections, bringing a consistent creative direction to each new release.
The Challenge
Designing for a monthly release cycle is a very different discipline to a one-off brand project. The work had to be fresh and appealing every time while remaining cohesive enough that customers recognised it as distinctly SMS. Each collection needed to feel considered and complete — coordinated across dies, stamps, stencils and papers so that the pieces worked together as a set, not just as individual products. With an international audience of passionate crafters who knew exactly what they liked, there was little margin for anything that felt generic or rushed.
The Solution + Results
I designed and art directed over a dozen collections for Scrapbooking Made Simple across a three-year engagement, working in close collaboration with the Couture Creations team to bring each release from concept through to production-ready artwork. The work spanned the full product range — cutting dies, stamps, stencils and decorative papers — alongside packaging design for the collections and logo refinement to sharpen the SMS brand. Each collection was built around a cohesive creative theme, giving customers a complete, coordinated set they could use together straight out of the box.
