Common Thread Xenia – Tufting Studio
Brand, Website, Digital Marketing & Systems Build
Tufting Studio · Local Small Business · Experiential Retail
Overview
Common Thread Xenia is a physical rug tufting studio offering hands-on creative experiences, workshops, memberships, and group events. I partnered with the founders to design, launch, and grow the studio’s entire digital presence — from brand clarity and website design to marketing systems, social growth, and operational infrastructure.
This project required both creative strategy and practical execution, supporting a real-world business with real customers, timelines, and revenue goals.
My Role
I supported the founders as a Digital Media Strategist, owning strategy and execution across:
Brand messaging & positioning
Website design & UX
Digital marketing (organic + paid)
Social media launch and growth
AI-assisted content workflows
Back-end systems and operations
The Challenge
Common Thread launched as a brand-new local business with:
No existing website or digital systems
No social media presence
No booking, payment, or customer follow-up infrastructure
A concept that needed clear explanation to first-time customers
Design Objectives & Goals
Clearly communicate what tufting is and why it’s worth trying
Drive local awareness and bookings
Build scalable systems that wouldn’t overwhelm a small team
What I Did
1 - Brand & Messaging Strategy
Clarified the brand story using the Building a StoryBrand framework
Translated a niche, unfamiliar concept into clear, inviting language
Developed messaging for first-time visitors, gift buyers, and groups
2 - Website Design & UX
Designed and launched the Common Thread Xenia website
Structured pages for clarity, conversion, and ease of navigation
Optimized for mobile users and first-time visitors
Integrated booking and scheduling workflows
Overcoming the “What Is Tufting?” Hurdle
One of the primary challenges was helping first-time visitors quickly understand what tufting is—without overwhelming the homepage or distracting from the shared experience messaging.
Following 2025 SEO and AI-optimized content (AIO) best practices, I placed a dedicated “What Is Tufting?” page and FAQs directly in the main navigation. This allowed the homepage to remain focused on emotional connection and the in-studio experience, while still giving curious or uncertain visitors an immediate, clear, and engaging path to learn more.
This structure supports multiple user journeys:
Visitors who “get it” visually can move straight to booking
Visitors who need clarity can self-educate without friction
Search engines and AI systems can easily index and surface high-intent informational content
To reinforce understanding and credibility, we also incorporated curated content from established tufting creators, helping visitors quickly visualize the process and outcomes through familiar, trusted examples.
3 - Digital Marketing & Social Growth
Launched Instagram, Facebook, and TikTok from zero
Created and scheduled short-form video, reels, and promotional content
Managed paid ads through Meta to drive local awareness and bookings
Results:
Instagram: 0 → 800+ followers
Facebook: 0 → ~300 followers
Top Instagram Reels reached:
30.3K views
19.5K views
14.9K views
13.7K views
(Some posts were boosted through paid campaigns.)
4 - Systems & Operations
Implemented Square POS for in-studio and online transactions
Built scheduling and booking workflows with Acuity
Set up automated confirmation and follow-up emails
Created internal tracking systems for finished rugs and customer orders using Google Forms and Square’s SMS features for contacting individual customers
Developed email and SMS campaigns to support promotions and retention using Mailchimp
Connected apps for notifications and internal communication using Zapier and Slack
5 - AI-Enabled Workflows
Used generative AI to support:
Content ideation and refinement
Campaign messaging
Workflow efficiency
All AI use remained human-reviewed, brand-aligned, and ethically applied.
6 - Print & Visual Assets
Designed print flyers and business cards
Ensured brand consistency across digital and physical touchpoints
Tools & Platforms
Squarespace
Meta Business Suite (Ads + Analytics)
Square POS
Email & SMS marketing tools on Mailchimp and Squareup
Adobe Creative Cloud
Generative AI tools (human-in-the-loop workflows)
Acuity for Scheduling
Slack for internal communication
Mint Mobile for an affordable business phone plan
Outcomes & Impact
Successfully launched a new local business with a clear, compelling digital presence
Built scalable systems supporting daily operations and customer experience
Drove local awareness and engagement through organic and paid social
Created a marketing and operations foundation that can grow with the business
Why This Project Matters
This project reflects how I work best:
Translating complex ideas into clarity
Designing systems that support real people and real work
Balancing creativity with structure
Leveraging AI responsibly to improve efficiency — not replace judgment
Common Thread Xenia is a living example of how thoughtful digital strategy + grounded execution can help small businesses thrive.
Looking for help launching or refining your digital presence?
I partner with organizations and small businesses to create clear messaging, effective systems, and meaningful digital experiences.