Crow Works
How do you help a furniture design company break into new markets?
As a design-centric manufacturing company specializing in retail, restaurant, and commercial industries, Crow Works invited us to help them expand on the existing look and feel of their brand identity.
I worked closely with the founders of Crow Works on achieving their key goals—to create more distinct within their industry and to help them scale into more retail stores and eventually into hospitality. It was critical for our identity system to strike a balance between masculine and feminine, vintage and modern, bold and quiet. As part of the discovery, we moved away from the wordmark doing all the heavy lifting and designed a system that is flexible enough to inspire different visual expressions and continue to evolve over time as they evolve.
Betty, the mascot crow plays a supporting role in our design system to carry the narrative in different ways.
Our system is the balance between masculine and feminine, vintage and modern, bold and quiet. The workmark serves as the foundation for a range of visual expressions across the system. Given how it’s used, it can function as a masthead, locked up with iconography, or function as a badge.
A brand toolkit was created to help inspire and paint a vision for Crow Work’s brand and marketing team. The toolkit helped them to see the brand beyond a manufacturing company and into retail and hospitality markets.