Todd's Fine Woodworking Co.
Design Brief: Design a stylescape for a high-end woodworking business that would include a product catalog design, new business cards, fonts and type faces, language, advertisement photography, color story and target audience.
Design Brief: Design a stylescape for a high-end woodworking business that would include a product catalog design, new business cards, fonts and type faces, language, advertisement photography, color story and target audience.
In my own words: In my favorite style choice, I went with complex neutral colors! "At me;" right? -Ha-ha!-
However, I started the creative process by having a brief conversation with the owner. After learning that he wanted to pursue a passion for woodworking that has built up over generations starting with his great-grandfather, there was a statement that stuck with me, "My work has depth in it, history, experience." he said. "It has a soul." I added, "I can tell that your work brings life into items that people are buying, that these are pieces that have their own voice and craftsmanship behind them; where these pieces that you create, they'l last for generations. in other words? your work speaks for itself.
I didn't need anything more. I knew I needed to dress it down, keep it clean, and minimal. Almost like a photographing a portrait of a person; though this time we'd be capturing a person in their wood work.
We'd need to capture the creative choices, and the build quality, the years of traditions, the memories, the character. As I started working, the pictures came together. I landed on "Todd's" named after the owner Todd Smith. and a sub-title of Fine Woodworking, as an ongoing project to reenforce the generational design.
This project took a life of its own; and I guess, --In the end-- even after the vague design brief. That was the point all along.
Dig deep and find a gem that would stand out on its own, not just because it's pretty; no- but, also because it's a portrait of a soul.
I didn't need anything more. I knew I needed to dress it down, keep it clean, and minimal. Almost like a photographing a portrait of a person; though this time we'd be capturing a person in their wood work.
We'd need to capture the creative choices, and the build quality, the years of traditions, the memories, the character. As I started working, the pictures came together. I landed on "Todd's" named after the owner Todd Smith. and a sub-title of Fine Woodworking, as an ongoing project to reenforce the generational design.
This project took a life of its own; and I guess, --In the end-- even after the vague design brief. That was the point all along.
Dig deep and find a gem that would stand out on its own, not just because it's pretty; no- but, also because it's a portrait of a soul.
The Next Step: I look forward to building a brand for Todd's Fine Woodworking Co. Learning the ins-and-outs of this project will be a chance at getting to know someone and their passion. In the end; I hope Todd's' clients will be able to see more than just another product; That they embrace the craftsman behind the wood; that they will welcome his work into their home and enjoy the memories that will come with their purchase. Here's to a project full of life; Cheers!
