North Star by Faribault Mill

Research + Development

Before we could bring North Star Blankets to life as a distinct sub-brand, our first step was to deeply understand the product itself: its materials, its story, and its place in the market. This included studying the history of natural fibers and the introduction of eco-conscious elements like recycled polyester. We honed in on the target audience, blending insights from sustainability advocates, design-conscious consumers, and heritage brand enthusiasts.

From there, the identity began to take shape. The logo was crafted with a deliberate nod to the historic, original North Star Blanket brand through the incorporation of the star. This detail tied the new sub-brand to its rich heritage with the legacy of 160 years of craftsmanship. The visual identity was thoughtfully designed to complement the parent brand, Faribault Mill, while standing confidently on its own. This research-driven approach ensured North Star Blankets felt authentic, purposeful, and ready to resonate with its audience.

Marketing Development + Implementation

With the identity firmly established, we moved into developing marketing materials that would bring North Star Blankets to life for consumers. This included creating cohesive imagery that showcased the product's quality and timeless appeal, as well as crafting a brand voice and key messaging that emphasized both its heritage and eco-friendly innovations. It was essential for us to use clear and concise messaging-combined with visual infographics-to design an informative website landing page to educate consumers about the product’s materials and sustainable attributes, ensuring transparency and building trust.

To support the launch, we produced a mix of print and digital advertisements, each tailored to highlight the brand’s unique blend of tradition and environmental consciousness. Together, these elements created a seamless introduction for North Star Blankets, establishing its place as a thoughtful, modern extension of Faribault Mill.

Finally, I was responsible for creating a sell sheet for North Star to introduce the product to new and existing buyers. My goal was to both emphasized its natural connection to the Faribault Mill brand while also presenting it as a distinct and unique product