In this blog article we give you an insight into the creative process that resulted in the amazingly intricate feathers designs that is used in the marketing material for the brand new EmbroideryStudio e4 embroidery software suite.
We chatted to our Graphic Designer, Emma Lawton who took us behind the scenes, and explained the thought process and the creative steps she took to produce something truly outstanding.
What were the main objectives when you started?
I knew right at the start that the graphic design would be digitized and had to be suitable to be used in a an embroidery form as well as printed and digital form, so it could be used for various marketing collateral such as brochures and leaflets.
I also wanted to have a lot of elements to the designs to demonstrate the many different stitch and fill types and various features the software offers. These elements all had to work well together in one image.
How did you set out to achieve them?
I looked at different themes such as cars, birds and nature. As I mentioned before, I needed a theme with a wide variety of elements that could be used in the designs. I needed to create graphics for four individual software products within the EmbroideryStudio e4 suite: Designing, Decorating, Lettering and Editing. The four designs had to work on their own, but also sit together well as a collection, tying the imagery of the product suite cohesively.
What made you choose feathers?
I really like the bird theme because of the variety it offers. I started researching really exotic ones that have vibrant colours as well as interesting shapes, such as spots, lines and effects. The more I looked at birds, the more I realized that instead of using the whole bird, just taking individual feathers from different breeds would enable me to zoom in quite close and give me inspiration to start drawing my own sketches.
What was the designing process?
Once I had a good idea of the selections of the type of feathers I wanted to use, I started drawing on paper taking into consideration the features in each of the products. I wanted to incorporate these into the design.
Once I had a really good idea of the elements of the designs, I then took everything to the screen using Adobe Illustrator and CorelDRAW to draw them out and add the colours and patterns. I presented the first draft to Sales & Marketing, then made any necessary changes and tweaks based on their feedback.
Then I worked together with our digitizer, who also suggested changes from a technical perspective based on the software features.
So what are the software features highlighted in the designs?
I tried to incorporate as much as possible, so if someone glances at the designs, they can immediately see the variety of features the software products offer. For example EmbroideryStudio e4 Designing offers a large variety of stitch and fill types as well as sequin and bling options, while Decorating includes multi-decoration tools such as cutting, screen printing, appliqué, sequins and bling. For the applique part we used denim and lace to make it really interesting.
In Part 2 we will be talking to our Digitizer, Mai Huynh about how she translated the striking graphics into even more striking machine embroidery.
Do you like feathers? We picked these beautiful four for you! You can access them by clicking the button below.
EmbroideryStudio e4 makes the world's favourite digitizing software even better. It is the embroidery software choice for professional digitizers, custom embroidery shops, industry trainers and educators and apparel decorators, who are serious about commercial embroidery.
Contact your local Wilcom distributor now and have a chat about how EmbroideryStudio e4 can make your business more efficient and productive!