Alterknit is a knit repair studio in New York. They fix holes in sweaters so well you can’t find them afterward.

When the founder came to us, people couldn’t tell what the business was. A luxury service? A DIY tutorial? A fashion label? The old identity didn’t answer. We rebuilt it around the thing they actually sell: work you’re not supposed to notice.

That’s an odd brief for a brand. The identity has to be confident enough to justify a high-end price and quiet enough to match a craft whose whole point is invisibility. We used restrained type, a narrow palette, and a lot of space, and let photos of the repairs make the case.