Overview

In 2021, I was hired by a small woodworking company located in Chesterton, Indiana to create an easy-to-use visual identity that they could apply to the few marketing avenues that they were beginning to utilize; business cards, decals, social media, brochures, merch, etc.

Along with their company name (a portmanteau of the two owners' names) they also wanted their workshop, and the atmosphere of the space that they work in, to be the highlight piece of the identity. Ultimately, the warm atmosphere of the space, along with the blue painted siding and yellow glow of the light shining through the windows, was all incorporated into the primary icon. For the typography, they wanted something that spoke to the tradition and physicality of furniture making, while also keeping a touch of modernity. The primary serif logotype was developed for its traditional feel as well as its softness — small contrast in thicks and thins and a more rounded feeling. The colors are directly inspired by the real-life workshop of the owners where all their furniture is created. The warm colors of woodworking comes through in the deep mahogany and the pale pine, while also bringing in the pops of color with the candlelight yellow and sky blue of the workshop.

Roles

Brand Design
Brand Strategy
Project Management