TruEmbroidery™ Software for Mac

06 11 2013 TruEmbroidery 1

"SVP worldwide launched the first complete personal embroidery soft ware for mac computers,TruEmbrodiery™ Software brand "The embroidery software industry is far from Mac friendly. To date, almost all options have been geared toward PCs. Mac users either work on a cross platform (reluctantly) or don’t buy embroidery software at all. We (redpepper) were thrilled when they asked us to help create a brand for it and then take the brand to market."




Building the right personality

Apple is known for its simple, clean design. The embroidery industry is not. We knew that a straightforward, uncluttered brand would not only resonate with our Mac audience, it would drastically stand out from any other embroidery software on the shelf. From finessing a final name and creating a refreshingly simple yet memorable logo (a flower design that pays homage to the distinct Mac “command” symbol), to building the perfect brand palette and packaging—we strategically crafted every element. Finally, the TruEmbrodiery™ Software brand was born.

Agency: redpepper, Nashville / Atlanta  

Art Direction: Rachael Schendel, Lindsey Armstrong, & Katie DeSouza

Design: Rachael Schendel, Lindsey Armstrong, Danny McClain, Shelby Rodeffer, Jaron Jackson, & Sarah Bina

Photography: Neely Catignani & Carl Schulz

06 11 2013 TruEmbroidery 3


06 11 2013 TruEmbroidery 6

06 11 2013 TruEmbroidery 7

06 11 2013 TruEmbroidery 8

06 11 2013 TruEmbroidery 9


Bringing the brand to life

Once we had a name and look, it was time to put the brand to work. We strategically designed the software packaging, including custom patterns which were then used throughout other branding elements. We created custom software icons, designed templates for presentations, outlined brand fonts —the list goes on and on.



Custom photography

In addition to shooting custom photography, we set the tone for all future photography by outlining specific guidelines and overall tones. We even recommended sample projects that would be most appealing to the Mac mindset.