The Challenge
A friend who works as a timber frame carpenter and home builder needed a professional logo to help attract larger projects. Despite having built a strong reputation through his craftsmanship, he lacked a formal brand identity that would enable him to compete for more significant opportunities and communicate his quality standards to potential clients.
Concept Development
The concept needed to reflect the craftsman’s connection to the Kimberley/Cranbrook area, specifically incorporating a reference to the iconic Fisher Peak mountain. I wanted to subtly integrate a “W” into the mountain range design, while also creating a shape that would feel familiar and nostalgic. The client specifically requested a color palette inspired by his beloved Volkswagen van that held personal significance—representing travel, mountains, and quality craftsmanship memories.
Design Approach
I developed a triangular mountain motif that successfully incorporates both the regional landmark and a subtle “W” form within the mountain silhouette. The color palette features rich forest green representing the natural environment and woodworking tradition, complemented by warm orange and deep brown tones that reference the client’s cherished Volkswagen van. The bold typography communicates strength and reliability, with “TIMBERWORK & CARPENTRY” clearly positioning the business.
Results
