CASE STUDY

PRESERVING COWICHAN SWEATER HERITAGE THROUGH FULL-SERVICE PARTNERSHIP

PROJECT

The Project

SUMMARY

Introducing Knit: Committed to raising awareness on the importance of reclaiming Indigenous art, fair wages and preserving the heritage of the iconic Cowichan sweater. Founded by the Victoria Native Friendship Centre (VNFC) in 2023, Knit is dedicated to preserving Indigenous artistry while ensuring fair wages for Coast Salish artisans.

Enter M1 Agency: The creative force behind Knit’s visual identity and market launch. We were asked to partner with Knit and help them build a fashion brand and business. From crafting compelling branding and logo design to orchestrating the official launch event, website development, and comprehensive campaign strategies, M1 Agency has been instrumental in amplifying Knit’s message of cultural preservation and social impact.

SCOPE OF WORK

RESEARCH & STRATEGY
Brand Identity & Messaging
Guidelines & Frameworks
UX/UI DESIGN
Web Design & Development
MEDIA PLANNING & BUYING
CAMPAIGNS
SOCIAL MEDIA

Brand

We meticulously crafted Knit’s visual identity, epitomizing its ethos of tradition and modernity. Through bespoke logo design, typography selection, and comprehensive brand guidelines, the agency ensured Knit’s distinct presence in the marketplace. Each element harmonized to convey the brand’s reverence for Indigenous artistry and commitment to fair practices.

WEBSITE

M1 Agency seamlessly integrated e-commerce functionality into Knit’s website, streamlining the purchasing process. From organizing inventory to capturing the essence of each sweater through captivating lifestyle photography, the site became a digital storefront embodying Knit’s commitment to quality, tradition, and empowering Indigenous artisans.

Product Launch Event

M1 Agency supported Knit’s official launch event, with over 100 guests, including media representatives, to generate buzz. With a soft-launch strategy, they released 40 units, selling 6 at the event. The event garnered press coverage and leveraged the Telus Documentary release, maximizing impact. Email marketing further amplified the event’s success.

Campaigns

Our main objective with Knit was to support them in selling sweaters. This required us to understand their business, industry, competition, audience and markets they wanted to focus on. We designed, planned and implemented campaigns running nationally across Canada.

RESULTS

The RESULTS

Partnering with Knit was a privilege for M1 Agency. Selling 70% of their inventory in the first 6 months underscored the success of the campaign, which garnered 3.2 million impressions and over 124,000 clicks. With a return on ad spend of 1.85 and 18,000 leads generated, the collaboration proved impactful in amplifying Knit’s message and driving engagement.