Isabelle Baines lives and works in Brussels. She graduated from the Antwerp’s Royal Academy of Fine Arts in the costume design and worked for theatres in Brussels, Paris and Geneva.

Prior to presenting her first knitwear collection in 1985, she worked for Ann Salens in Antwerp and M. Baron Industries in New York City.

Isabelle Baines opened her first boutique in Brussels in 1986 and launched the knitting workshop in 2003.

www.isabellebaines.com

Strategy
Isabelle Baines aims to stay a small independent brand with a familial atmosphere, where everyone fits well within the team. This allow them to stay incredibly focused and concentrate on what they do best: the art of knitting.

All Isabelle Baines designs are conceived and developed at her workshop in Brussels, where an artisanal, handcrafted approach reigns supreme.

Her aim is to keep on exercising her passion for knitwear and be able to share it with people. She is a craftswoman that is drawn towards manual and detailed labour. What drives her is to create and develop an entire collection which people can truly enjoy and appreciate.

Identity
For Isabelle's identity system we developed a simple solution based on the knitting process, where the rectangle acts as an abstraction the machine's handle and where the type represents the knitted tread.

Like the actual knitting machines, the type and its rectangle can slide along the edges of every implementation, from the stationary to the website.

We collaborated with film director Loic van der Heyden for Isabelle Baines' video as well as photographer Ola Rindal.