Why We Rebranded to Handmade to Market
After decades of empowering artisans under the name "Aid to Artisans," we are thrilled to introduce our new identity: Handmade to Market. This change reflects a significant evolution in our mission and services, making it clear to artisans, makers, handmade businesses, and our supporters what we stand for and how we deliver impact. When "Aid to Artisans" was founded in 1976, our primary focus was to provide support to artisans. Over time, as we deepened our work, we realized that one of the greatest challenges artisan businesses face is reaching the market and thriving in a competitive global economy.
We have become one of the leading organizations dedicated to equipping artisan and handmade businesses with the tools, knowledge, and opportunities needed to succeed in the market. Our new name, Handmade to Market, encapsulates this focus on market access and Market Readiness. This rebranding is about more than just a new name. It represents a commitment to placing artisans and handmade businesses front and center in everything we do. Our brand, website, and marketing materials are designed to spotlight their talents, aspirations, and achievements. By making artisans the focus, we aim to amplify their voices, celebrate their creativity, and champion their businesses on a global stage.
Brand Mission
Our brand mission is at the core of everything we do. It serves as the guiding north star for all the services we offer, partnerships we forge, and programs we develop. As part of this rebranding, we also updated our mission statement to reflect our evolving focus. Our new mission is: "To equip artisan businesses with the knowledge, resources, and community they need to sustainably thrive in today’s global market." This updated mission underscores our commitment to providing practical, actionable support tailored to the unique challenges of artisan entrepreneurs.
“We equip artisan businesses with the knowledge, resources, and community they need to sustainably thrive in today’s global market.”
Brand Architecture
Our brand architecture is designed around three essential programs that form the “how’” of our mission. Each serves a distinct purpose within our membership ecosystem, yet they all work in harmony to drive our mission forward and support sustainable artisan business growth.
OUR PROGRAMS
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Handmade to Market Membership: Online training, resources, and courses
Market Readiness Program: Flagship 5-day, live, online training intensive program
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Country Projects: Funded long-term projects in country
Canvas Home Small Grants: Annual small grant opportunities
Custom accelerator projects: For businesses or individuals
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Handmade to Market Membership: Members only online community
Newsletters
Networking Events
BRAND VALUES
Our brand values represent the principles that guide our work and define our impact. They shape our approach for engaging with artisan businesses.
· Inclusivity: Ensuring everyone, regardless of background, has equal access to opportunities and resources.
· Cultural Preservation: Valuing and protecting local heritage and traditional craftsmanship.
· Community: Building a supportive network where peers can connect, share experiences, and grow together.
· Practical Education: Providing real-world knowledge to help make artisan businesses relevant and competitive.
· Innovation: Encouraging creativity and the adoption of new business-enhancing techniques and technologies.
· Sustainability: Championing responsible business practices that incorporate people and the planet into the bottom line.
· Entrepreneurs: Focusing energy and resources on the people who’s businesses transform communities.
· Local Leadership: Incorporating local guidance, expertise, and perspectives into all projects and educational experiences.
A Unified Vision
Our new identity is not just a name change; it’s a reflection of the unified approach we take to support artisan businesses. Through programs, workshops, mentoring, and market connections, Handmade to Market represents a journey—a path artisans take from creation to success.
We’re excited about this new chapter and invite you to join us in celebrating and supporting artisans around the world. Handmade to Market is more than a name; it’s a promise to continue innovating and advocating for artisan and handmade businesses. Together, we can create a thriving ecosystem that honors tradition while embracing the future.
