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Crowned Sparrow Craft Co.

Crowned Sparrow is a Charlotte-based boutique craft company that offers in-person and online craft classes, and DIY craft kits. Founder Stephanie Newman started Crowned Sparrow a few years ago out of a serious passion for crafting, and urge to share that with the world. Offering mostly in-person classes and pop-up events, Stephanie was faced with the need to pivot fast when COVID landed. She began offering online classes and craft kits on her website. Thrust into the saturated market of online courses, Stephanie needed to clearly communicate what made Crowned Sparrow special: Her penchant to bring out everyone’s inner creativity…their inner misfit.

Brand Copy

Crowned Sparrow Craft Co.

Originally offering mostly in-person classes and pop-up events, Stephanie was faced with the need to pivot fast when COVID landed. She began offering online classes and craft kits on her website. Thrust into the saturated market of online courses, Stephanie needed to clearly communicate what made Crowned Sparrow special: Her penchant to bring out everyone’s inner creativity…their inner misfit.

Here's what I wrote:

Tagline

Projects for crafty misfits.

Manifesto

This isn’t about being Martha Freaking Stewart. Sure, she had a show with Snoop Dogg, but she also went to prison.
This isn’t about using your spare time to sharpen your social media skills or learn how to market your side hustle.
This isn’t about taking yourself seriously — life is too short for that.

It’s about getting lost in something for the hell of it.
It’s about remembering you don’t have to be perfect.
It’s about getting out of your comfort zone. About flexing that creative muscle and making something from scratch. About getting your hands dirty. (Or covered in glitter.)

Finish that project, and be inspired to tackle the next one.
Think about things in new ways.
Take what you’re given and make something out of it.
Make mistakes. They add character.

GET CRAFTY.

Elevator

Crowned Sparrow is a boutique crafting company that offers classes, DIY craft kits, and curated craft supplies for adults who want to flex their creativity, get a little weird, and get lost in something fun.

Mission

When was the last time you used a power saw? The last time you tried sewing, just to see if you could? The last time you got your hands covered in dirt, or glitter? The last time you made something just for fun — just for yourself?

We know life is short. And hard. And messy. We’re here to remind you to lighten up. To remind you that you ARE creative. To remind you that it’s okay to make mistakes.

Get inspired, have a little fun, and don’t be afraid to laugh when you mess up.

Now grab a beer and macrame some shit.

So...what’s the deal with the Sparrow?

Glad you asked.

Sparrows are actually kind of remarkable. They represent protection. Hard work. Adaptability. Self-worth. Joy. Creativity.

And their greatest trait? Sparrows are crafty. They’re opportunists who can find food in all sorts of new environments.

While crafting projects might not be life-or-death like say, finding food, sparrows show us that good things can come in small packages (hey-o.)

When you see a project through from start to finish, even if it’s a 2-hour crafting project, you’re reminded that…you’re capable. You’re innovative. You can take what’s in front you and make something from it.

If you can do that, you can do a lot more. Keep going.

And ya know what? You’re kind of remarkable, too.

Project Credits

—– Client

Crowned Sparrow Craft Co.

—– Client Contact

Founder Stephanie Newman

—– My role / deliverables

Brand Copy

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