Stylized text reading "POCHOR" with a gold needle integrated into the letter "I."

Pochoir.NYC is an upcycling embroidery kits company founded by Cecilia Zeichner.

I helped craft a brand narrative of sustainability, self-care, and the Japanese art of flower-arrangement.

toyroom wrote:

  • landing page

  • embroidery kit names

  • embroidery kit descriptions

  • mission statement

  • about section

Text on a light background reading: 'Time stops when I embroider. No street noise, no phone time, no TV, just me, my upcycling project, and the soft swish of a needle passing through fabric. It wasn't always like this.'