Featured Project RSN Stitch Bank The world's leading resource for embroidery stitches
RSN Stitch Bank is the world’s leading resource for embroidery stitches. As project lead I oversaw the project from concept to delivery. Working with a hugely talented editorial team of embroidery we produced 500 stitches, instructions, history examples, video, illustration.
The Royal School of Needlework, founded in 1872, is the world’s leading institution for hand embroidery education and preservation. In 2017, I was employed to transform their vision of creating a free online directory of embroidery stitches into a comprehensive digital platform that would preserve and make accessible the art of hand embroidery for global audiences.
The project drew on my diverse range of expertise across strategic digital leadership, user experience research, database architecture, web development, brand design, and content workflow management. Over eight years, from initial concept through to launch in 2021 and ongoing development to 2025, the RSN Stitch Bank has grown to document 500 stitches.
Research & Strategic Development
Using iterative research with expert embroiderers and diverse user groups, I developed a platform strategy that catered to different learning preferences through multiple content formats: descriptive text, step-by-step photography, technical illustrations, and instructional videos. The research revealed the need for inclusive design considerations, including adaptations for left-handed users and distraction-free interfaces for neurodiverse learners.
I led the development of a controlled vocabulary and structured classification language for describing and categorising embroidery stitches, collaborating closely with expert embroiderers to ensure technical accuracy—a system that became adopted throughout the RSN's educational and curatorial work. This involved close collaboration with the institution's curator to identify stitches in historical works and integrate items from the RSN's collection as authoritative examples within the Stitch Bank entries.
Design & User Experience
The platform's navigation system allows users to find stitches through multiple pathways: by name, structural characteristics, practical applications, or embroidery techniques. A key innovation was the creation of simplified graphic icons for visual browsing—distinctive stylised symbols that became instantly recognisable elements of the project's brand identity.
These icons proved so successful that they extended beyond the website, becoming integral to the RSN's broader brand portfolio across books, embroidery kits, and marketing materials. The design approach balanced accessibility with scholarly authority, creating an interface that served both beginners and advanced practitioners.
Technical Development & Content Management
I personally coded the website infrastructure using HTML, CSS/SCSS, JavaScript, PHP, and ExpressionEngine CMS while simultaneously managing all technical aspects including hosting, security, and performance optimisation. The database architecture I created linked stitches to techniques, historical examples, and collection items, establishing a comprehensive information structure for the material.
Working with a multidisciplinary core team, I developed streamlined content workflows that enabled extensive content addition within available resources. The system was designed to support quarterly content releases and ongoing user experience improvements while maintaining the platform's scholarly integrity.
Impact & Legacy
The RSN Stitch Bank became the organisation's flagship digital product, significantly expanding its global reach and influence. Serving over 3,000 users daily, it acts as the primary point of contact for new audiences discovering the RSN's work. The platform established the RSN as the authoritative digital voice in hand embroidery education, transforming how the centuries-old institution connects with contemporary makers and scholars worldwide.
