Matchy Matchy Sewing Club
Brand Foundation, Voice Development, Copy
Role: Strategy + Direction
Team: Ecstatic Voice
Matchy’s founders, who previously founded the bespoke stationer Smitten on Paper, tried their hands at sewing as a way to cope during the pandemic. In need of patterns that matched their effortless style and grab-what-you’ve-got mentality, they decided to design their own. When their second pattern went viral, they realized they’d cracked open an outdated industry in need of a fresh perspective—and called me for help defining their brand.
Challenge
Amy and Theresa wanted to establish Matchy as a first-of-its-kind brand that would ultimately expand beyond sewing patterns into a whole creative playground of diverse offerings. They had lots of ideas, but needed to connect them with a strong brand foundation and voice—one that would speak to who they are now while fueling smart growth well into the future.
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A fresh take on the joy of the make.
Matchy’s tagline uses rhythm and rhyme to reflect the brand’s playful spirit.
Approach
Through a discovery-rich process working closely with the leadership team, I identified the multifaceted vision, ethos, and driving forces behind Matchy’s runaway success. I then crafted custom foundational language and built a cohesive brand voice that stays true to the brand’s snappy, relaxed, mix-and-match attitude—infusing it all with an open invitation to creative makers and regular people alike to play inside the ever-evolving Matchy world.
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Matchy Matchy Sewing Club is a playground of discovery for everyone who loves to sew and anyone who’s ever wanted to. Where memories are created from scratch, mistakes are magic, and mixing it up has a way of bringing everything together.
SPOTLIGHT: SEWING CLUB RULES
In addition to core messaging for the website, products, and social, I turned Matchy’s guiding principles into a custom set of Sewing Club Rules inspired by Corita Kent’s Ten Rules to share across physical and digital channels in myriad ways. The rules were quickly adopted and amplified by a growing community of fans, all eager to make the Matchy spirit their own.
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With a growing collection of flexible patterns, mixable fabrics, and fresh ideas, everything we do is a friendly and encouraging invitation to grab what you’ve got, make it your own, and enjoy the process from beginning to let’s-do-that-again.
Impact
Powered by creative possibility and grounded in clear direction, it’s been so fulfilling to see Matchy transform from a surprise success into an intentional brand and thriving business. The brand has expanded into multiple new categories in a matter of months, including fabrics, merch, and a Notion tool inspired by our work. Their social presence has grown in numbers and engagement, with many vocal advocates singing the praises of their creative playground.
“We highly recommend Cate’s expertise. Run, don’t walk! Truly worth it on every single level.”
AMY GONZALEZ AND THERESA KUO, MATCHY CO-FOUNDERS
