The Invisible Repair
Ethan Caliva
The Invisible Repair
CLIENT: Alterknit
PROJECT: Rebrand + Visual Identity System
DATE: 2023-2024
Alterknit had the craft, the clientele, and the reputation — but its original brand identity wasn’t doing the work. The founder reached out struggling with confusion around how the business was being perceived: Was it luxury? Was it DIY? Was it fashion?
We led a full rebrand to clarify and elevate. The new identity embraces Alterknit’s unique position in the market: high-end knit repair, rooted in sustainability, delivered with unmatched precision. We built a quiet, confident visual system that mirrors their work — detailed, intentional, and designed to last.
DELIVERABLES: Logo & Visual Identity System, Brand Guidelines, Typographic Direction, Packaging Concepts, Website, Social Media & More
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Posted Aug 4, 2025
Rebrand for Alterknit, a NYC knit repair studio redefining visible mending. Built to resolve brand confusion and reflect their expert, high-end craftsmanship.
![East Orange, NJ [Branding]](https://media.contra.com/image/upload/w_400,q_auto:good,c_fill/nmbyunko5pfwrmv7jet0.avif)