Fine Cell Work embroidered brand guidelines

Fine Cell Work embroidered brand guidelines
March 2012

Isn’t she a thing of beauty?! Here’s the story behind this awesome piece of textile work…


Fine Cell Work is a UK-based prison charity that teaches needlework skills to long-term inmates. By channelling their energies creatively while in their cells, prisoners can regain hope, discipline and self esteem, helping them to leave prison with the confidence and financial means to stop offending.The Partners logo

The brand agency behind Fine Cell Work’s identity, The Partners, worked closely with British embroiderer and Fine Cell Work tutor, Jessica Aldred, to create a set of brand guidelines like no other.



Together they designed a unique piece of embroidery that could hang on the wall of Fine Cell Work’s office – a powerful statement of everything they do to help prisoners, that also lays down the law for their own brand identity.


Floss & Mischief was lucky enough to be involved in the project, helping to stitch the 1.5 metre wall hanging into life. The innovative brand guidelines took a team of volunteers and prisoners, over 300 hours and many (many) cups of tea to complete.

A range of stitching techniques was needed, including:
Embroidered brand guidelines, work in progress


D&AD in book markThe project has been recognised by renowned creative judges Design & Art Direction as some of the year’s best creative work, winning a place ‘in book’ in its coveted D&AD Annual 2012.

The sewn guidelines also won best  ‘design use’ in the Marketing Design Awards 2012 and a 2012 Mobius Award for best non-profit brochure.

Praise well deserved we think!



With thanks to The Partners and Jessica Aldred for our use of their imagery.

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