Croí

A clothing rack with various beige, cream, and brown sweaters and shirts hanging on it, next to decorative pampas grass.

Role: Art Director
Year: 2023
Duration: 4 months

For Croí, a Wicklow start-up, I turned sustainable, handmade clothing into a brand with presence. Instead of presenting sustainability as a limitation, we built a visual identity that celebrated craft and possibility, giving the founders a platform to grow their vision with confidence.

  • Defined art direction for sustainability messaging

  • Designed logo and extended identity across print and digital materials

  • Coordinated rollout to deliver a cohesive brand toolkit

The Challenge

Croí needed to stand out in a crowded eco‑fashion market and articulate its commitment to local, handmade production without appearing niche or inaccessible.

Four logo variations featuring a heart-shaped knot design with the words 'Handmade with Heart' and 'ESTD 2023', set against different colored backgrounds: dark red, white, terracotta, and black, with a subtle topographic pattern on the background.

The Approach

  • Conducted research into sustainability narratives and consumer perceptions in fashion

  • Assembled mood boards blending natural textures, editorial photography and artisanal details

  • Crafted a knot‑inspired logo symbolising connection, heritage and craftsmanship

  • Defined a visual toolkit—including posters, business cards, tote bags and digital templates.

Illustration of six different flowers labeled from left to right: Calla Lily, Yarrow, Narcissus, Hydrangea, Black Rose, each with their respective names in colored blocks.
A smartphone held between orange flowers in a field, displaying a magazine cover with a woman in black and floral graphics.

Unveiled at the Wicklow Local Enterprise Week

2023

securing first-stage

start-up funding

A dark background with red contour lines resembling topographic map, featuring text including the name 'Amelia Sheppard', a quote 'Every stitch, a reflection of passion. Every piece — a tribute to the land.', geographic coordinates 52.9808°N, 6.0468°W, a phone number, social media handle, and email address.
A portrait of a woman with dark hair in a bun, surrounded by red, white, and pink lilies, against a black background with red contour lines and decorative elements, featuring text about handmade, ethically sourced clothing made with care.

Developed a modular

identity

system

ensuring the brand could launch a

consistent visual brand

Close-up of two cards, one with floral design and the other with text, resting among rocks and red moss in a natural outdoor setting.