A bold and daring brand identity, packaging, and website to further community building through fine art and urban attire.
House of Chelsea B • Chicago, Illinois
Impact Areas
Arts & culture
Services
Brand identity
Website design
Website development
Packaging
Year
2023
Brand identity
We collaborated with House of Chelsea B to craft a brand identity that could fully express the boldness, emotionality, and artistry at the heart of their work.
Chelsea came to us with a vision to match her cutting-edge designs with equally daring visuals, and together we developed a brand system that channels her fearless personality and innovative voice. We began by integrating a crochet hook directly into the wordmark and monogram—a functional symbol reimagined as a powerful statement. From the vivid, saturated color palette to the expressive floral-inspired shapes, every element of the identity weaves together her influences from nature, emotion, and fashion.
To bring the brand to life across platforms, we extended the system into packaging, marketing materials, and more—using color, shape, and scale to create tactile, layered experiences.
Website design + development
We designed House of Chelsea B’s Shopify website to echo the same boundary-pushing, high-energy vibe of Chelsea’s physical creations.
More than a store, the site needed to act as an extension of her artistic universe—bold, spirited, and full of personality. Every detail was carefully considered, from custom cursor interactions and layered hover effects to a non-traditional grid that plays with movement and texture. The goal was to make visitors feel like they were stepping into a show, a studio, or a moment—not just scrolling through products.
The digital experience challenges traditional ideas of what crochet fashion looks and feels like, presenting Chelsea’s work with the excitement and flair it deserves. We leaned into playful, immersive design choices that reflect the same emotion and confidence her pieces carry.
WHAT THEY SAID“I could not thank you all enough for laboring with me day in and day out on this project.
With the help of Sereth Design, I’ve been able to bring my vision to life. You all truly listened to my heart. What a dream it has been.”
— Chelsea Billingsley • House of Chelsea B • Chicago, ILMore case studies
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