ThoughtMatter Unites the World in Craft with Campaign for American Craft Council

The world has always needed makers; those that embody the creative spirit that fuels our society. But since the start of the pandemic, maker-centered crafts like weaving, pottery, woodworking and more have all become vulnerable, even as their cultural importance has become more clear. In recognition of this, non-profit organisation The American Craft Council (ACC) teamed up with New York-based brand design studio ThoughtMatter to help communicate the historic importance of craft and rally people around their mission to support makers. The result is an aptly handmade campaign designed to show why craft was truly made for this moment.

ACC has supported the advancement of craft communities across the country for over 75 years, usually anchored by a series of trade shows in several major cities where hundreds of craftspeople showcase their work. This year’s pandemic inspired ACC to revisit its purpose as a bedrock of support for crafts and craftspeople. Memberships to the American Craft Council create marketplace opportunities for artists, support the content published in American Craft magazine, honour craft visionaries through awards, and so much more.

“The overall idea of the campaign was about coming together through craft,” explains ThoughtMatter creative director Ben Greengrass. “We expressed this by showcasing craftspeople and really sharing their passions. We wanted this to be a celebration of craftspeople because ultimately, it's their work and stories that ACC members support.”

ThoughtMatter developed an overarching concept and a high level messaging framework for the ACC team to build from over the life of the marketing campaign, as well as a series of creative applications across owned and paid channels. The central tagline 'Craft was made for this moment' acted as a powerful throughline, underscoring craft’s vital function. 

Creatively, the campaign went to great lengths to maintain a handmade look and feel, from the handwritten copy, to the iconography, imperfectly shaped photography, and various illustrations. “It’s the 'imperfection and tactility' that draws many of us to handmade items that separates them from those manufactured by machine,” notes Ben. Even the colours take inspiration from the various practices and mediums of craft - referencing clay, ink, leather and more. 

Images of hands also became central to the campaign. “We thought a lot about the human touch and wanted to show hands at work, making something,” says Ben. “It's what makes us feel closer to those types of items because we can almost connect with the maker through their works.”

Known for their artful approach and longtime support of the arts community, ThoughtMatter proved to be the perfect partner to bring attention to the crucial role craft plays in all of our lives. “Our belief in ‘Work Worth Doing’ means supporting curious minds, strengthening community bonds, and empowering those with the least representation among us,” says managing director Jessie McGuire. “We have a six-year history of doing just that and our campaign for ACC is just another example. At its core, craft is about solving a problem, whatever that problem may be. I think it’s fair to say there are a lot of problems that need solutions right now which is why ACC’s message is one we can all get behind.”