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Selected work

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Made by hand, set in serif

Client
Williams Joinery
Services
Brand Identity, Print & Stationery, Signage & Livery, Art Direction, Web Design, Web Development
Williams Joinery serif wordmark over a dark timber staircase lit by slim black pendant lights

Williams Joinery makes staircases, cabinetry and furniture by hand, with skills passed down through generations. The work was already beautiful. The brand needed to catch up.

Williams Joinery wordmark: 'Williams' in widely spaced serif capitals, white on black
Williams Joinery roundel: interlocking joint line drawing ringed by 'Bespoke joinery & woodworking', on light grey
Williams Joinery colour palette: natural grey, process black, dark grey and light grey swatches with colour values

The wordmark is a serif in widely spaced capitals – closer to lettering cut into a brass plate than anything printed on a flyer. Beside it sits a roundel: a line drawing of an interlocking joint, ringed by ‘Bespoke joinery & woodworking’. It works as a stamp, a sticker or a badge on the back of a van.

The palette is deliberately quiet – natural grey, process black and two softer greys. The timber does the colour.

Williams Joinery business cards: wordmark over a timber staircase photo, contact details on the back
Williams Joinery van livery line drawing with the wordmark, contact details and the roundel badge on the rear panel
Williams Joinery brochure pages on black: staircase cover and grid layouts featuring suspended oak staircases and furniture
Williams Joinery stationery set: drawing sheet, invoice and terms templates with the wordmark and ruled grid layout

Then the pieces a joiner actually uses. Business cards with a staircase on the front. A brochure of suspended oak stairs and furniture. Drawing sheets, invoices and terms, all set on the same ruled grid. And van livery, so the brand turns up on site too.

The photography stays close to the detail: stair treads hung from slim steel rods, a window seat against painted brick, cabinetry running floor to ceiling.

Williams Joinery photography: timber window seat with a cushion and binoculars beside a white-painted brick wall
Williams Joinery photography: timber stair treads hung on dark steel rods above a wide-board wooden floor
Williams Joinery photography: timber dining table and full-height cabinetry beside a slatted screen on a concrete floor

I designed and built the website as well, so the brand and the site came from the same hands. It’s a portfolio first – the work up front, with services and the company story a click away. Big pictures, plenty of space and not much to read. The joinery does the talking; it just needed somewhere to stand.