Minneapolis-based, Craig had been designing and building custom furniture, cabinetry and wood-based products for over 30 years. Although the majority of his work tended to be contemporary, with graceful curves and bent panels, he also had a passion for whimsical and somewhat irreverent non-traditional pieces.

After guiding Craig through our brand strategy process to envision his future and clarify his goals, we took the results and together went through the naming process. Woodzest. Perfect. Then, finally, on to designing his brand identity and a few applications, including vehicle graphics. He’s now on his way, full-time in a new coop workshop and equipped with a professional, confident brand identity. We’ll be looking for him at a future American Craft Council show.

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Outpoured – brand identity for functional beverage dispenser sculpture.