Janome

Janome is one of the leading brands of sewing machines worldwide. They manufacture innovative machines from basic sewing, quilting and embroidery to specialty machines for overlocking, embroidery, and fiber arts—a machine for every level of sewist.

The marketing challenge: A comprehensive brand audit concluded that Janome’s marketing messaging was inconsistent and staid, looking rather old and frumpy. The solution: a brand makeover. This cherished brand needed a fresh look & feel and authentic narrative that resonates with the core audience of older women, while also appealing to a growing younger demographic.

The 2016 brand marketing campaign is centered around a simply elegant idea called Stitch Stories. The premise of which is based on Janome’s belief that behind every hand-crafted blazer, prom dress and table runner is a sewist with a story. A quilt becomes a family tapestry. A handmade shawl becomes an heirloom. A red pillow becomes a symbol of hope and renewal. Using technically-advanced machines from Janome, sewists can weave their authentic stories and personalities into everything they create. This notion gave birth to our campaign theme line—A Story in Every Stitch. Voilà! A fresh, unique idea that leverages the power and emotion of storytelling to artfully connect and engage with our passionate and loyal sewist audience.

Agency: Winsper. Creative Team: Holly Madden, Ray Fesenmaier.