EK Success, after acquiring K&Company, Martha Stewart Crafts and the Dimensions family of brands, was acquired by Wilton Products. Suddenly, five established brands became part of one big family. And like most blended families, some attention needed to be given to rank, order and file. Willoughby worked with an in-house team of brand managers from each of the sister brands to define the new vision, architecture, name and identity. While each individual brand maintained its own identity at retail, there was a need for an umbrella brand that merged them together under the EK Success name for business-to-business relationships. The objective of the design was to create a language that told the complete crafting story offered by the new alliance, positioning EK Success as the leading one-stop brand family for innovative, quality, trend-forward crafting products.