Purposeful Design

brand developement

The goal was to create a presence that conveyed hands-on, while also high quality versus the more rugged presence that often comes to mind when considering the woodworking scene. Here, the focus is on the craftsman more so than the product. We wanted to place front and center the life-changing mission of Purposeful Design whereby the craftsman, having struggled with homelessness, incarceration, and oftentimes substance addiction, comes aboard, is provided relationships and resources to rebuild, and ultimately produces something that stands in stark contrast to their past — a beautiful, masterfully hand-crafted piece of furniture. It's this transformation that we sought to capture through our efforts to create a unique, impactful brand presence.