Craftech
Give me some wood and I’ll build you…
New cabinets for your kitchen, a custom entry door, deck repair or maybe you want to remodel your basement and don’t know where to start. An economy friendly, local company that will work with you to get the job done. Invest in your nest, we’ll take care of the rest.
The Mark
Focusing on quality over quantity and matching skills with techniques, Al wanted a more professional look for his budding home improvement business. He came to me with the name Craftech and wanted a word mark that he could easily put on shirts and hats to brand himself with. After playing with a bunch of different looks and unique objects to represent his company we settled on just the word itself. Nailing down a font face and tweaking the edges to make it custom. Kerning the letters and separating the word ‘Craft’ from ‘Tech’ with the use of colors while sharing the letter t formed a look that really stuck with him.
Screw it!
Developing his collateral was stumbled upon when trying to illustrate his logo. A variety of objects such as tools and building materials were ideas that never got used. I created this line drawing of a screw and built a pattern with it that looked like a bunch of screws spilling on a surface after opening a box of them. Instantly it worked for his identity package design. Since he always prefers screws over nails we went with it and just began putting screws on everything; business cards, letterhead, flyers and invoices.