This was a full brand build for a shop that takes pride in the craft. Custom sawing, surfacing, specialty wood supply. No shortcuts, no fluff. The identity needed to reflect that.We leaned into bold, no-nonsense design with hand-drawn graphics that feel raw but intentional. Something that could live on a job site just as easily as it does on a t-shirt or a piece of signage. The goal was to create a look that feels earned, not overdesigned.Merch became a big part of the brand. Pieces people would actually want to wear, built with the same attitude as the shop itself.On the photography side, the focus stayed on the work. Real environments, real process, and real moments. Nothing staged, nothing forced. Just capturing the craft as it happens.End result is a brand that feels honest, durable, and built to last. Just like the material they work with.