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In today’s competitive landscape, small businesses face unique challenges when it comes to standing out and thriving. Whether you’re launching a new venture or looking to grow an established one, effective marketing can be the difference between struggling to gain traction and achieving long-term success. At Crafty Penguin, I understand the importance of marketing for small businesses, and with my expertise, I'm here to help you navigate the journey. Why Marketing Matters for Small Businesses Building Brand Awareness : Without a strong marketing strategy, it’s challenging for potential customers to discover your business. Marketing helps you establish your brand identity and communicate what makes you unique. Engaging Your Audience : Marketing isn’t just about selling; it’s about building relationships. Consistent and targeted messaging fosters trust and loyalty, turning first-time buyers into long-term supporters. Driving Sales and Growth : A well-planned marketing approach drives traffic to your business, leading to more sales and sustainable growth. Competing Effectively : Small businesses often compete with larger, more established companies. Strategic marketing levels the playing field, allowing you to reach the right audience with a tailored message. How Crafty Penguin Can Help At Crafty Penguin, I specialise in helping small businesses achieve their marketing and graphic goals. Here’s how I can support you: Brand Development : From logo design to crafting your unique story, I help you create a brand that resonates with your audience. Content Marketing : Through engaging blog posts, social media content, and email campaigns, I can help you connect with your audience in meaningful ways. Digital Strategies : Whether it’s optimising your website for search engines or planning impactful social media campaigns, I bring the tools and knowledge to elevate your online presence. Customised Solutions : I understand that every business is different. That’s why I tailor my strategies to align with your goals and resources. Meet Me! Louise Cranstone-Spooner The driving force behind Crafty Penguin is myself, Louise Cranstone-Spooner, an experienced marketer with a wealth of knowledge and skills. Here’s a glimpse into my expertise: Professional Qualifications : I am is an Associate member of the Chartered Institute of Marketing (CIM), demonstrating my commitment to professional excellence. and a member of Girls in Marketing. I have a undertaken the IDM (Institute of Data & Marketing) Certificate in Digital Marketing Strategy and also the DMA Award in General Data Protection Regulation. Comprehensive Training : I have completed a range of marketing courses, including: Empower Your Brand  with Girls in Marketing, focusing on personal brand development and effective content strategies. A Content Creator’s Guide to Instagram  with the Digital Marketing Institute, where I developed my skills in leveraging Instagram for brand visibility. Leverage Your Company LinkedIn  with Girls in Marketing, equipping me to optimise LinkedIn strategies for businesses. HubSpot’s Digital Marketing  course, giving me in-depth insights into inbound marketing, SEO, and analytics. Creative Expertise : I am also a talented graphic designer and illustrator, specialising in Kawaii-style designs, which brings a unique and creative touch to branding projects. Why Choose Crafty Penguin? Partnering with Crafty Penguin means working with a business that understands your challenges and has the tools to overcome them. With a passion for helping small businesses succeed, I offer: Proven marketing strategies tailored to small business needs. A personal approach to understanding your business and audience. Expertise in both creative and analytical aspects of marketing. Let’s Get Started If you’re ready to take your small business to the next level, Crafty Penguin is here to help. Contact me today to learn more about my services and discover how I can make a difference for your brand. Crafty Penguin – Helping Small Businesses Soar Through Smart Marketing and Graphic Design Louise Cranstone-Spooner

In today’s fast-paced digital landscape, standing out from the crowd is more important than ever. As we step into 2025, brands need to prioritise creativity, authenticity, and connection to make an impact. At Crafty Penguin, I specialise in helping businesses like yours elevate their branding with thoughtful design and bespoke merchandise solutions. Here’s how I can help you improve your brand in 2025: 1. Bespoke Merchandise That Speaks Your Brand Merchandise is more than just a promotional tool; it’s an opportunity to showcase your brand’s personality. From customised clothing branded badegs, I offer a wide range of options to ensure your merchandise is not only high-quality but also aligned with your brand values. Stand Out:  With unique, tailor-made designs, your merchandise will grab attention and leave a lasting impression. 2. Elevating Your Visual Identity Your visual identity is the first thing customers notice about your brand. Crafty Penguin’s creative services ensure your visuals are not only eye-catching but also consistent and meaningful. Whether you need logo design, social media assets, or a complete brand refresh, I’ve got you covered. Memorable Logos:  A logo is the cornerstone of your brand’s identity. I design logos that are modern, versatile, and aligned with your values. Custom Illustrations:  My kawaii-style designs add a unique and playful touch, perfect for brands looking to stand out in a crowded market. 3. Supporting Brand Consistency Consistency is key when it comes to building trust and recognition. I help you maintain a cohesive brand image across all touchpoints—from your website to your marketing materials. Design Templates:  Reusable templates for social media, presentations, and email campaigns. Brand Guidelines:  Comprehensive guides to ensure your entire team knows how to represent your brand effectively. 4. Tailored Solutions for Every Business At Crafty Penguin, I understand that no two businesses are alike. That’s why I offer personalised services to meet your specific needs. Whether you’re a start-up looking to establish your presence or a well-established business aiming to refresh your brand, I’ll work closely with you to create a strategy that works. 5. Staying Ahead of Trends 2025 promises new opportunities for brands willing to adapt. I stay on top of industry trends, ensuring your branding remains relevant and innovative. From embracing bold colours to integrating AI-driven tools for design, I’ll ensure your brand is ahead of the curve. Why Choose Crafty Penguin? Based in Sheffield, UK, Crafty Penguin brings a personal touch to every project. I am passionate about helping businesses succeed, and I’m committed to delivering results that exceed expectations. By choosing me, you’re not just getting a service; you’re gaining a partner who genuinely cares about your brand. Let’s Transform Your Brand in 2025 Ready to take your branding to the next level? Get in touch with Crafty Penguin today. Together, we’ll create a brand that not only stands out but also resonates with your audience and drives growth. Visit Crafty Penguin  to learn more about my services or to get started on your branding journey. All the best for 2025 Louise

Last week, I attended an inspiring webinar on creating brand podcasts, hosted by Harry Morton, founder of Lower Street Media, and Will Francis from the Digital Marketing Institute. It was packed with insights on how podcasts can be a game-changer for brand-building, and I wanted to share some key takeaways with you. The Rise of Podcasts in Marketing Podcasts are booming, with more people tuning in than ever before. Despite this, only a small fraction of marketers are using podcasts to grow their brands. This presents a huge opportunity for businesses to stand out by embracing this increasingly popular medium. The webinar highlighted that podcasts offer something unique: a way to connect with audiences on a deeper level. Whether it’s sharing expertise, telling your brand’s story, or simply offering value-packed content, podcasts are a format that’s as personal as it is engaging. Why Should Brands Consider Podcasting? Here are some reasons why podcasts are such a powerful tool for marketers: A Captive Audience : Podcasts allow you to engage with your audience in a way other mediums can’t. Listeners actively choose to spend time with your content, often while they’re commuting, exercising, or relaxing. Brand Personality : A podcast is a fantastic way to showcase your brand’s personality and build trust. It’s an opportunity to speak directly to your audience in a conversational tone. Content Versatility : A podcast can serve as a hub for other content. You can re-purpose episodes into blog posts, social media snippets, or even email campaigns, extending the value of your efforts. How Graphic Design Can Enhance Your Podcast Strategy While podcasts may seem primarily audio-based, graphic design plays an essential role in making your podcast stand out and connecting with your audience. Here's how graphic design and podcasts work hand-in-hand: Creating a Strong First Impression with Branding Your podcast’s branding begins with its visuals. A well-designed cover image or logo is the first thing potential listeners see on platforms like Spotify or Apple Podcasts. Graphic design ensures your visuals reflect your brand identity, stand out from the competition, and remain consistent across all touch-points. Promoting Your Podcast on Social Media Graphic design is key when it comes to promoting your podcast on social media. Branded graphics, audiograms (audio clips overlaid with visuals), and carousel posts can highlight key moments from your episodes, engage your audience, and drive traffic to your podcast. Re-purposing Content for Blogs and Other Platforms Podcasts don’t exist in a vacuum. With the right graphic design, you can turn your podcast content into blog posts, infographics, or downloadable PDFs that extend its value across other channels. For example, if your episode focuses on marketing tips, you could create an infographic summarising the key points. Designing Merchandise to Engage Your Audience Graphic design can also help you take your podcast to the next level with custom merchandise. Branded mugs, tote bags, or T-shirts featuring podcast slogans or artwork can boost engagement, strengthen your community, and act as free advertising when your listeners share them. Enhancing Special Features with Visual Design Many podcasts have recurring segments or special features, and graphic design can help distinguish these from regular episodes. Custom graphics or icons can help differentiate guest interviews, themed episodes, or seasonal series, making your content more visually engaging. Boosting Discoverability with Audiograms Audiograms are a fusion of graphic design and audio that can help promote your podcast on social media platforms. They combine animated sound waves with captions or a transcript and a visually engaging background to draw attention and make your podcast more shareable. Getting Started with Your Podcast If you’ve ever considered launching a podcast but weren’t sure where to begin, I’d highly recommend looking into it. A podcast could be the perfect way to engage your audience in a new and personal way. Here are some practical steps I learned during the webinar to get started: Know Your Audience : Understand what your listeners want to hear, so your podcast delivers real value. Invest in Quality : A decent microphone and editing software will make a big difference in how professional your podcast sounds. Start Small : You don’t have to launch a full series right away. A few episodes will help you test the waters and see how your audience responds. A New Experience for Small Businesses At Crafty Penguin, we’ve seen how creativity can drive success in unexpected ways. Podcasts are just another example of this – they’re an opportunity to tell your story, build connections, and share your passion with the world. While I’ve never tried podcasting myself, I found this session to be a fantastic introduction to the potential of podcasts for brand-building. It’s clear that podcasts, when paired with the right design, can offer a unique way to connect with your audience and grow your brand. If you’re thinking about starting a podcast, I’d love to hear your thoughts. Let’s start the conversation! At Crafty Penguin, I’m passionate about helping brands bring their ideas to life, whether through custom products, creative solutions, or new formats like podcasts.

Creating a professional brand is more than just picking a name or a font. It’s about crafting an entire identity that captures what your business stands for and how it wants to be perceived by customers. At Crafty Penguin, my graphic design studio based in Sheffield, I focus on two key elements to help clients establish a memorable, professional brand: brand colours and logo design. I’ll walk you through how I use these elements effectively and offer tips that will help you develop a brand that truly stands out. Why Brand Colours Matter Colour psychology is an essential factor in creating an effective brand identity. Your brand colours are often the first thing customers notice, and they set the tone for how your brand is perceived. Each colour has its own psychological impact, affecting how people feel when they see your brand. Crafty Penguin’s Colour Choices At Crafty Penguin, I chose a colour palette that reflects the core values of creativity, approachability, and professionalism. I use a combination of cool blues and softer tones to create an atmosphere of trustworthiness and friendliness. Blue, known for promoting a sense of reliability and calm, is our anchor colour. It helps us convey a sense of dependability, while softer, welcoming tones add an approachable touch. Tips for Choosing Brand Colours: Understand the Psychology of Colours:  Blue evokes trust, green symbolises growth, and red signifies energy. Choose colours that align with your business’s message. Limit the Colour Palette:  Stick to two or three main colours to ensure brand cohesion across all platforms. Consistency is Key:  Make sure to apply these colours consistently across every part of your brand, from your website to your social media graphics and packaging. By carefully selecting colours that represent what Crafty Penguin stands for, I create a consistent and recognisable look that customers associate with my brand. Designing a Memorable Logo Your logo is the face of your business, so creating a memorable and professional design is critical. A great logo is simple, easy to recognise, and versatile, adapting seamlessly across different media. At Crafty Penguin, my logo features a charming penguin mascot that embodies our creative, playful, and professional ethos. The penguin is more than just a symbol; it’s part of our story, connecting with clients on an emotional level and adding a bit of fun. Best Practices for Logo Design: Keep it Simple:  Simple logos are easier to recognise and more versatile. Choose Timeless Over Trendy:  A logo that relies on current trends may look outdated in a few years. Opt for classic elements that will stand the test of time. Scalability is Essential:  Your logo should look just as good on a small business card as it does on a large banner or social media profile. In designing the Crafty Penguin logo, I made sure it’s instantly recognisable and suitable for use in various formats. A well-thought-out logo not only helps customers remember your brand but also builds credibility and professionalism. Bringing Colours and Logo Together for a Cohesive Brand Once you’ve chosen your brand colours and designed your logo, the final step is ensuring consistency across all brand touch-points. This includes your website, marketing materials, social media profiles, and packaging. A cohesive brand builds trust and makes your business look professional. At Crafty Penguin, I use my colours and logo consistently to create a cohesive look across all platforms. Final Thoughts on Building a Professional Brand Building a professional brand involves more than just visual choices; it requires thoughtful design and an understanding of what your business represents. By carefully selecting the right brand colours and creating a memorable logo, you can build a brand identity that resonates with customers. Here at Crafty Penguin, I help businesses bring their brand vision to life with a creative and professional approach. If you’re ready to elevate your brand with professional colours and logo design, contact me at Crafty Penguin in Sheffield. Let’s create a brand that captures your business’s essence and stands out from the competition. Louise Cranstone-Spooner

It has taken me over 6 months to get my small business re-branded, Crafty Penguin, but it's finally done. I wanted to share with you more about my re-branding journey and why I chose to re-brand. Graphic Design - Learning and developing skills Over the last year or so I have been thinking about how to develop Crafty Penguin. Moving forward I want to grow Crafty Penguin in to a Graphic Design business. I want to work with small businesses and individuals, whether you're based in Sheffield like Crafty Penguin or further a field. I have a background in design and have spent lots of time developing my skills and learning various software since I started Crafty Penguin back in 2018. The outlook for Crafty Penguin then was very different from what it is today. It started out as a way for me to regain my creativity and it began with drawing penguins. Now I feel is the right time to take the leap and think seriously about the future of Crafty Penguin. With a change in my outlook, which would impact my target audience I felt I needed to re-brand to a more professional aesthetic and appeal to the right audience. Branding - New colour and logo I wanted to have a more sophisticated and professional looking brand. I spent lots of time deciding whether or not to change my brand name, but I have kept this. I felt that a lot of people know me for Crafty Penguin, therefore I thought it would be hard to build up that trust from scratch again, when I already have a brand people are familiar with. The colours and logo have changed. I have completed the whole re-branding of my brand myself. I made the decisions on my colour scheme and created a brand board to help me visualise it all together. Website - Learning more about SEO and marketing Along side the logo and colour scheme my website has had a makeover too. Branding is about far more than just a logo and I wanted everything related to my brand to work together. I spent lots of time reading and learning about SEO as well as marketing to help me with my website. I also worked on the design of the website to make it a much better experience for visitors. Small Business - Working together and providing design services With the re-brand and new focus for my business. I'm forward looking to working with more individuals and small businesses to enhance their branding, products and design services. If you need help with graphic design and printing for your business find out more more about the design services Crafty Penguin can offer you. Crafty Penguin has already worked with many small businesses and continues to do so. The type of work that Crafty Penguin has done with small business so far is: - Printed photographers photographs on to mugs. - Printed tote bags with an artists illustrations. - Created logos for small businesses. - Cut and printed vinyl for signage. - Designed a DVD cover for a theatre group. Other examples of my work can be found in my portfolio. If you want to find out more about my re-branding journey you can watch my You Tube video as I documented the processes I went through. I hope this blog has been useful, make sure you read my other blog posts. If you have enjoyed it make sure you follow me on social media to find out more about my business and my love of graphic design. Instagram Facebook YouTube LinkedIn

Attending a craft fair can be very daunting, especially if it is your first event. Once you have took the plunge and booked your event, it's time to make sure you are as prepared as you can be. Since launching Crafty Penguin I have attended many craft fairs and have experienced the highs and lows of these events. I have also learnt many invaluable tips and tricks along the way. You can't predict how these events will go, but you can ensure you prepare well each time. Most importantly make sure you know the date and time of the event and where it is. You don't want to get that mixed up or turn up at the wrong place. I have spent time driving around trying to find places in the past and it doesn't help to calm the nerves. How to prepare for a craft fair as a Designer? So to help you get the most out of your craft fair here are my top tips. How to prepare for a craft fair as a Designer? Tip #1 - How to make your stall eye catching Your stall needs to be eye catching to those attending the craft fair. Strong use of your brand colours is a good way for people to get to know you and your brand. People who already know you will recognise you instantly. At a recent event a lady came up to me and said she remembered me from a previous event she had attended, she remembered my brand name. Personally I like to use a banner on my stall and branded bunting, I also colour code my table in my brand colours. For me this is primarily blue and white. Adding height to your stall is also important, so people can see some of your products before they get to your table. You can do this in various ways, I use a range of different shelves to draw peoples interest. Make sure your stall is easy for customers to explore. Don't add all your products to your stall, showcase a collection of your products and designs. How to prepare for a craft fair as a Designer? Tip #2 - How to plan before the event Before the event it is a good idea to get everything prepared. I like to do a stock check so that I know exactly what products I have in stock. I use google sheets, where I can easily update my inventory on my laptop or on my phone. Always make sure you have the correct information for the event. Know the times, date and location. Also check whether you need to provide a table for your stall. I have done stalls where they have been provided and where I have had to take my own. Also if you are outside don't forget to check about gazebos and think about how you might protect your stall and stock if the weather is against you and it rains. I bought a large plastic sheet that I can lay over the top of my stall in the event of bad weather. How to prepare for a craft fair as a Designer? Tip #3 - One the day On the day of the craft fair make sure you leave enough time to pack all your stock, table, promotional items and food and drink for the day. I always take a bottle of juice and a small snack with me just to make sure that I have something to keep me going for the day. You never know how busy it may get and if you're on your own you might not have time to join a long queue. Most events have stalls where you can buy food. I have had some lovely food courtesy of other stall holders. I do love a good bacon sandwich and a chocolate bun. Make sure you have a float of money and somewhere safe to keep it. I use a cash box but also have an apron that I tie around my waist to allow me to take everything with me should I need leave my stall. Chat to other stall holders. I always like to have a walk around an event before it starts if I get the chance. It's a good idea to get to know the stalls next to you as you never know when they might come in helpful. Usually when you need to nip to the toilet or fetch a cup of coffee. As a lot of people are often on their own, you may need to keep an eye on each others stalls for these moments. Make sure you arrive in plenty of time at the venue to get set up before the event starts, and check on the rules for packing away at the end of the day. Most importantly of all smile and enjoy yourself. How to prepare for a craft fair as a Designer? Tip #4 - Do you need insurance? I have read many different opinions on this question. Personally I would advise you to get a Certificate of public and products liability insurance and Certificate of professional indemnity insurance. For the amount that it costs I think it is much better to be safe than sorry. How to prepare for a craft fair as a Designer? Tip #5 - Buy a trolley! The best thing I ever did for attending craft fairs was to buy a trolley. It has made my life so much easier. I bought a small folding sack trolley that fits easily behind the seat in my car. It's great, I can stack all my boxes with stock onto it and any bags, meaning I generally only have to make one trip between my car and my stall. One slight downside, it's not that easy to lift up and down steps! Just go for it! If you are a designer, illustrator or a master of some other craft and are considering doing a craft fair or attending an event the best tip I could give you would be to go for it! If you want to keep up to date with all the latest events I'm attending check out my social media. I hope this blog has been useful, make sure you read my other blog posts. If you have enjoyed it make sure you follow me on social media to find out more about my business and my love of graphic design. Instagram Facebook YouTube LinkedIn

Canva is a online graphic design tool that was created in Australia by Melanie Perkins, Cliff Obrecht and Cameron Adams. Over the last few years it has grown massively online. Whilst it has grown in its popularity it seems to have caused a stir with in the graphic design community. Should I use Canva? As a graphic designer and marketer I do use Canva myself. I believe that the platform has a place that I personally find beneficial within my work. So controversial as the platform might be it certainly has a lot to offer everyone from the novice designer to those working with in graphic design on a daily basis. How I discovered Canva? I first discovered Canva a couple of years ago when I became involved in an online market during the time that we were all stuck at home and using the internet more than ever to communicate with each other. As part of the event the organisers sent out templates to help promote the event. They allowed those taking part to add photos of their products and their brand logo to custom templates and showcase the event. The beauty of Canva for collaboration is fantastic. As a graphic designer I use the full suite of Adobe programs on my computer and I'm more than capable of creating high quality graphics and artwork. However, not everyone taking part in these events has access to the software or has the skills to be able to create artwork. The event was a makers event so covered everything from design and illustration through to those working with other media like clay and fabric. Adobe Creative Suite v Canva As someone who uses a range of programs from Adobe Creative Suite on a daily basis I have the skill set to be able to create high quality images, artwork and even videos. However, Adobes Creative Suite is an expense that others don't necessarily want or need to subscribe to. Canva fills this gap in the market. It allows small businesses whose expertise are not in in graphic design to be able to market their business successfully and with out added costs. Why do I use Canva? I primarily use Canva for 2 reasons. 1 - Inspiration If I need inspiration for a project I will often type some keywords in the search function of Canva and see what designs it shows me. These then inspire my work in Adobe software. 2 - Time When I'm planning and creating content for social media. It is easy to spend far too much time as a small business creating content for your social media accounts. So to help manage my time I often use Canva to create social media posts. It is quick and easy to do and templates can be modified to match my brand colours. So why are Graphic Designers against Canva? Well... like anything I think they are worried that it dumbs down their skills and allows anyone to be able to create good quality designs. But... it has its place. Then, so do Graphic Designers. Even with a online platform like Canva you can't know all the theory behind graphic design and also have the creative skill that those working in the industry do. I do believe that there is a place for graphic design and this can be complimented with the use of Canva. For small business Canva is a great way to keep costs down and allow collaboration with others. Collaboration on Canva is for me one of its key advantages. All of the images with in this blog post were created using with Canva. Below is a nice touch from Canva, it sends you milestone certificates when you use its software. A nice little added bonus. I hope this blog has been useful, make sure you read my other blog posts. If you have enjoyed it make sure you follow me on social media to find out more about my business and my love of graphic design. Instagram Facebook YouTube LinkedIn

The use of colours in artwork is important, so color correction for Graphic Design is critical. It is key to making sure your colours look correct in the media you chose. If you have had any experience with design you may well of heard of two acronyms RGB and CMYK. As a graphic designer there are two main colour ways that you should be aware of. RGB - Red, green, blue CMYK - Cyan, magenta, yellow and black How do the colour spaces work? RGB is used for digital designs as this is used for screens, like computers and mobile phones. Screens use the three colours and mix them to to create the colour spectrum by varying the intensity of the light source. When red, green and blue are all mixed together in this format they create pure white. CMYK is used primarily used for print. Printing machines create colour by mixing CMYK with physical inks. When all 4 colours are mixed together they create black. When should I use RGB? If you are creating digital designs for online then RGB is the colour space you will need to use. Use RGB for: Social media posts Online logos Online headers Website design Digital apps When should I use CMYK? If you are creating designs to be printed then you should use CMYK. Use CMYK for: Brochures Stationery Business cards Flyers Magazines How can I make sure my artwork is in the right colour space? When using design software light Adobe Photoshop or Adobe Illustrator the software allows you to choose the right color way for your artwork in its properties. Ensuring you use the correct colour space as a graphic designer is important. It is also important if you are a small business owner preparing design work for third party printing. Using the right colour space allows your colours to appear the way you expected when having products printed. I hope this blog has been useful, make sure you read my other blog posts. If you have enjoyed it make sure you follow me on social media to find out more about my business and my love of graphic design. Instagram Facebook YouTube LinkedIn