Gesso
Start-up Development, Art & Creative Direction, Packaging Design & Photography
Gesso is an open-studio space that blends wellness, creativity, and community. I designed it to make creating approachable, with easy-to-use materials, flexible drop-in sessions, and optional guidance for makers of all levels. It offers a modern form of self-care and a refreshing alternative to traditional social activities. To bring this vision to life, I developed the business strategy, crafted the brand identity, curated the physical space, and created marketing assets to introduce Gesso to the community.
PROBLEM
In our fast-paced, screen-filled world, people are craving accessible, low-pressure spaces to unwind and express themselves. Wellness practices are on the rise, yet many are still unaware of the therapeutic benefits of crafting.
INSIGHT & OPPORTUNITY
Social media has sparked interest in crafting and art therapy, with over 1.2 billion TikTok views and searches for “expressive art therapy” and “craft ideas” more than doubling. This momentum, combined with a growing desire for community and hands-on experiences, highlights the need for a space that makes creativity approachable.
BRAND IDENTITY
Gesso’s identity embraces imperfection and messiness, creating a creative safe haven that celebrates making. By combining various mediums, materials and textures in a collage-like way, it feels real, approachable, and most importantly, always in progress.
THE EXPERIENCE
Visitors enter an airy, industrial studio filled with natural light, lo-fi music, and the buzz of people creating. They can purchase a craft kit, grab a coffee, and settle into cozy seating areas with couches and oversized tables. Customer craft at their own pace, with optional guidance or simple digital tutorials, and take home their finished piece.
VALUE PROPOSITION
At gesso, we help busy young professionals reduce stress & try new creative skills by offering access to short crafting sessions, in a welcoming environment, to help customers decompress from their busy day, while also promoting overall mental well-being through creativity.
CREATIVE STRATEGY
I developed a creative strategy focused on building a destination people would want to return to. This included designing a rotating monthly collection of crafting kits, as well as complementary offerings like the café, branded merchandise, instructor-led workshops, and private studio rentals to create multiple revenue streams. The physical space is the primary touchpoint supported by an interactive digital presence designed to inspire, inform, and invite creativity.
BUSINESS STRATEGY
I created a strategic business plan outlining the financial, operational, and growth needs for launching and running the space, including rent, materials, inventory, and staffing. I developed a fundraising pitch and a five-year growth plan, exploring opportunities for franchising and expansion. My process included building a business model canvas, evaluating market share, mapping competitive opportunities, and defining strategy, funding, and timeline to ensure Gesso’s success.
DIGITAL PRESENCE
For the website, I featured an inspiration archive and animated craft tutorials. While the social media channels showcase curated and candid content that highlights the people, processes, and playful energy defining Gesso.
PHOTOGRAPHY
I developed a vibrant, high-energy photography style for Gesso, capturing the unfiltered joy, movement, and mess of making. With the help of my TA, Amanda Mei, we were brought my start-up vision to life and showcased the brand’s creative nature.
CRAFT KIT PACKAGING
I designed the craft kits to include all the materials and tools needed to make the process self-sufficient, which can be returned or taken home for future projects. While a convenient handle on the packaging makes the kits perfect for crafting on the go.
TONE OF VOICE
Gesso’s tone of voice is nurturing, caring, and encouraging, reflecting the therapeutic benefits of crafting. I incorporate subtle prompts like, “Where are you the happiest?” on coasters and napkins to help guide the creative process.
VISION STATEMENT
To improve community well-being through the therapeutic benefits of crafting, to foster social connection, mindfulness, and creativity.
PROCESS
The process was very tactile for me. I began by prototyping the craft kits, using Xylene markers to transfer ink onto the boxes. I then experimented with the crafts to create design assets, including a linocut stamp of a coffee press and an air-dry clay model of a couch. I also incorporated my own handwriting in a variety of artistic mediums for posters, brand materials, and project deliverables.
MATERIALS
This design direction incorporates a variety of papers and materials such as, paper clips, tape, and push pins to create a layered, interactive feel. The intentionally imperfect approach emphasizes Gesso’s playful and experimental spirit, encouraging participants to embrace creativity and reinforcing that the process of making is just as important as the final outcome.
