Celebrating Craftsmanship
– Strategy
– Creative Direction
– Print Design
– Brand Identity
– Web Development
Williams Joinery is a business founded on generations of skill, precision, and a deep respect for traditional woodworking.
My challenge was to craft a brand identity that honours this rich artistry while successfully appealing to a contemporary audience. The aim was not just to create a logo, but to communicate the inherent value of their meticulous process. The foundation of the new identity is a timeless logo that marries elegance with simplicity.
Inspired by the precision at the heart of traditional craft, I developed refined typography with clean lines to ensure a contemporary feel. This design features a subtle nod to natural materials, directly reflecting the quality and finish of their joinery work.
Colour is fundamental to connecting a brand to its materials. I implemented a warm, earthy colour palette to strongly emphasise the connection to wood and traditional craftsmanship. This specific range was chosen to instill a sense of heritage and reliability across all touchpoints.
To genuinely bring the brand to life, I developed a set of visual assets designed to showcase the detail and quality of their work, moving beyond simple product shots.
High-resolution photography was central to my strategy. I focused on capturing not just the finished products, but also the process itself—the texture of the materials, the dedicated tools, and the dedication that goes into every piece. These visuals are integrated to serve as immediate proof of concept and quality.
I developed a redesigned website that functions as both a portfolio and a direct invitation to collaborate.
The site highlights their bespoke approach, with an intuitive navigation structure that deliberately guides visitors through their services, portfolio, and company story. Typographic hierarchy was essential here, establishing an order of importance that reflects the value of their craft.
Combined with engaging, modern storytelling, the digital presence I created positions Williams Joinery as a leader in premium woodworking, celebrating their heritage while opening doors to significant new opportunities.