Bernina manufactures sophisticated sewing machines for the apparel industry. They’re a family owned Swiss company with a reputation for bold product design and technological innovation. As the creative lead, I worked with Bernina to migrate their design from folksy craft to more high-tech, engineering-focused. With dramatic photography, bold brand colors, and unique headlines, we let the world know that Bernina was not only a reliable manufacturer of quality machines, but a cutting-edge innovator driving the industry toward success. To help launch the rebrand, I concepted and worked with Carl Caldwell of Skypunch Studios to produce the sewing machine orchestra presented at their annual trade show. Photography by Grant Dotson.