Juniata Woodworking wanted to have a new place in which the quality of their artistic and functional work applied to wood was reflected. With them, I developed the concept of design based on their values and identity as a company and I reflected it in a careful choice of typography and colors.

Challenge

When we started working with them, they only had their image as the only visual identity reference. They had no concept or brand guidelines to follow. But I was happy to resolve this problem.

Light at the end of the road

Once knowing the brand, its motivations and its products, I was able to propose and develop their website visual design based on the elegance, the classic and the quality of its work as a woodworking brand.

The color palette based on unsaturated shades, exploring the range of grays and browns gives you that sense of serenity and elegance, but with the bright orange accent gives a warm look at the company.

I chose the main typography, 'Sporting Grotesque', for its variable thickness shapes in their symbols, but with consistentcy. That give a refined and distinctive identity to Juniata. 'Montserrat' as a body of text was chosen for its symmetry, delicacy and legibility.

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