DIY Category
DaWanda
DIY category creation to extend the marketplace from buying to making.
All-time high · 1.4M+ tutorial views
In August 2015 alone. Page impressions grew by more than 200% year-on-year.
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The DIY with love DaWanda logo introduces close-ups of hands selecting craft materials from drawers, cutting and folding paper, sewing fabric and sanding wood. Overlaid stamps, scissors and ruler graphics and short speech-bubble instructions connect the practical footage with the DIY identity.
Magazine spreads turn inside a tablet frame, alternating large photographs with materials, instructions and contributor portraits. Examples include cherry-brownie cake, flower-decorated lanterns, pompom flowers, redcurrant ice cream and layered salad in a jar, using pastel colour panels to distinguish the projects.
Extending DaWanda from buying to making
DaWanda was known for finding handmade products. DIY with love extended the offer into the process of making: tutorials, patterns, printables, video and the supplies people needed to get started. It created a reason to visit the marketplace at an earlier stage, when someone had an idea and wanted help bringing it to life.
The category needed an expression that felt practical, inspiring and close to the maker’s own experience.
“Kerstin was our Creative Director and built and lead a fantastic design team managing all daily tasks as well as big projects, like rebranding and the creative direction and production of new business developments.”
Building the DIY brand and content offer
Kerstin Ludwig led the creative expression and in-house content team for DaWanda’s DIY category as Creative Director.
A recognisable identity for making
The identity centred on the craftsperson’s passion. A customised handmade typeface and a red thread running through the illustrations gave the category a recognisable language. Warm, individual imagery brought the process into view. The design connected the practical content with the wider DaWanda brand.
Tutorials supplies and partner content
The in-house team created tutorials and content alongside the supplies offering. That capability also supported graphic work and advertorials for partners including Vorwerk, Lana Grossa, Edding and Bosch. The category combined useful content for makers with a platform for relevant partner work.
This was category building through content and experience. The brand gave the offer a coherent identity, and the team provided the practical materials that made it worth returning to.
Record tutorial views and audience growth
In August 2015, DaWanda’s DIY with love tutorial views reached an all-time high: more than 1.4 million in that month alone. Page impressions grew by more than 200% year-on-year.
DIY with love expanded the role DaWanda could play for its community, from buying what someone else had made to learning, planning and making. The later Pinterest work developed another route from inspiration to the marketplace.
Capabilities
- Category strategy and branding
- Creative direction
- Content strategy
- Partner content
- Content operations
