Mahsicho
Mahsicho is a curated retail space that brings together creative supplies, artisan-made goods, and contemporary pieces in one place. Serving both makers and collectors, the store offers materials such as beads, jewelry-making supplies, and embroidery tools, alongside a thoughtfully selected collection of Indigenous and Northern artisan work.
The Approach
This project focused on creating a cohesive brand experience that reflects the depth of Mahsicho’s offering. I led the development of the brand and e-commerce website, ensuring the retail, cultural, and community aspects were clearly represented.
I also supported the migration of products and inventory to a new platform, creating a seamless transition from in-store to online. The brand was extended into packaging and supporting materials, ensuring a consistent and elevated experience across every touchpoint.
LOCATION
Yellowknife, NWT
INDUSTRY
Retail
DELIVERABLES
Brand strategy and direction
Visual identity system
E-commerce website and platform migration
Packaging and branded materials
Marketing and brand applications
The visual identity was designed to honour the artistry and intention behind each piece. Inspired by beading techniques, Indigenous art, and traditional craftsmanship, the brand incorporates vibrant colour and subtle motifs that reference the making process. The result is a cohesive and expressive system that feels authentic, culturally respectful, and visually distinctive.
Our work was grounded in strategy and collaboration, ensuring the brand not only looks beautiful but functions with purpose. By aligning the identity with Mahsicho’s story and audience, we created a foundation that builds recognition, trust, and supports growth.
The Mahsicho logo is a thoughtful reflection of traditional craftsmanship, cultural knowledge, and the tools that bring each piece to life. Sinew threading and a needle are incorporated to honour the techniques used in creating Indigenous artisan work such as fur mitts and moccasins, while the inclusion of colourful beads represents the vibrancy and detail of the craft itself.
The wordmark is set in a soft serif typeface, chosen to echo the elegance and care found in each handmade piece. A rich brown palette grounds the identity, paying tribute to smoked moose hide, a material deeply rooted in tradition and commonly used in earrings, mitts, and moccasins.
A distinctive feature within the logo is the “I,” designed from a historical pattern passed down through generations. This element celebrates the teachings of Elders and the intergenerational knowledge that continues to shape Indigenous artistry today. At its centre, caribou tufting introduces texture and colour, representing the North and further connecting the brand to place and tradition.
Together, these elements form a cohesive identity that honours heritage, celebrates craftsmanship, and reflects the values and mission at the heart of Mahsicho.
Every touchpoint was designed to carry the Mahsicho experience beyond the product itself. The website, packaging, and printed materials work together to create a seamless journey, one that reflects the care, culture, and craftsmanship behind each piece, while leaving a lasting impression with every order.
E-Commerce Website
Mahsicho’s website was developed to support the brand’s evolution from a physical retail space to a fully accessible e-commerce experience. Through a strategic and collaborative process, we designed and built a Shopify website that showcases product listings, artist bios, and a dedicated artisan market—creating a platform that highlights and supports Northern makers.
To further enhance functionality and community engagement, the website includes an event calendar to promote workshops and gatherings, reinforcing Mahsicho’s role as both a retail and cultural hub. Inventory integration was also implemented to ensure a smooth transition from their existing system, allowing for efficient management and continuity in operations.
As part of the website development for Mahsicho, I captured a collection of aesthetic product photography to support the overall look and feel of the site. These images were intentionally styled to reflect the craftsmanship and cultural significance of each piece, helping to elevate the online shopping experience. In addition to their use on the website, this photography also serves as a valuable asset for ongoing social media marketing, ensuring a cohesive and visually compelling brand presence across all platforms.
Beyond the digital experience, the brand was extended into thoughtfully designed shipping and packaging materials, including custom poly mailer bags, tissue paper, stickers, and thank you cards. This ensured that every customer interaction, from online purchase to delivery, reflects the care, quality, and storytelling behind the brand.
The result is a dynamic and scalable e-commerce platform that expands Mahsicho’s reach beyond a single location, connecting with communities across the North and customers nationwide while continuing to celebrate and elevate Indigenous artists and craftsmanship.
