THE WOODWORKING CO-OP
Role:
Art Direction, Brand Design
Date:
2023 - 2024
Art Direction, Brand Design
Date:
2023 - 2024
Ethan Koozer founded The Woodworking Co-op in 2023 with the mission to make woodworking accessible to those who might not otherwise have the opportunity. There’s a deep sense of pride and confidence that comes from building something with your own hands — and he believes that opportunity should belong to everyone.
Ethan brought me onboard to create a visual identity and branding system to bring the concept of the Woodworking Co-Op to life. By utilizing a complimentary color scheme and a minimalistic yet bold approach inspired by mid-century graphic ephemera, the logo system began to take shape.
The brand symbol's base structure starts with simple lines to make two "w' shapes. By connecting the lines at the points, an isometric shape is formed while retaining the readability of the letter. Additional details like shading and woodgrain lines create a sense of depth and texture. Lastly, a maple tree rises in the middle of the symbol, evoking a topographic peak. The maple tree is a metaphorical callback to the brand mission of "Growth Through Building Together"
Ethan brought me onboard to create a visual identity and branding system to bring the concept of the Woodworking Co-Op to life. By utilizing a complimentary color scheme and a minimalistic yet bold approach inspired by mid-century graphic ephemera, the logo system began to take shape.
The brand symbol's base structure starts with simple lines to make two "w' shapes. By connecting the lines at the points, an isometric shape is formed while retaining the readability of the letter. Additional details like shading and woodgrain lines create a sense of depth and texture. Lastly, a maple tree rises in the middle of the symbol, evoking a topographic peak. The maple tree is a metaphorical callback to the brand mission of "Growth Through Building Together"
