The brief:

Abstract Road needed St. Simons home decor branding as distinctive as their rugs. They are a St. Simons Island studio known for hand-woven rugs and design services. When they came to us, the business was brand new. So there was no logo, no palette, and nothing to hand a customer. Meanwhile, hand-woven rugs sit at a premium price point. Consequently, a new studio has to look established before anyone will pay it. Rugs are a considered purchase, too, so shoppers research well before they visit. In fact, most of them find the website first. Ultimately, they needed an identity as considered as the weaving itself.

What we did:

We built the brand from scratch. First, we designed a mark that blends traditional craft with modern design. It borrows from weaving structure without becoming literal about it. Then we built the full identity around it, colors, type, and the rules that keep them consistent. Next came print collateral carrying the same palette and type. We also built a website that showcases the rug collections and the design services. In addition, we photographed the rugs so the texture actually reads on screen. That matters when the product sells on feel. We designed social graphics too, so the feed matches the showroom. Of course, you worked directly with the designer the whole way.

The result:

Abstract Road launched with St. Simons home decor branding that reflects their artistry. The logo, the print, the website, and the social all feel like one studio. As a result, design shoppers took them seriously from day one. More importantly, the brand justifies the price of a hand-woven rug. Unlike a template logo, this one belongs to the craft behind it. In the long run, it has room to grow as the studio grows.

Want a brand as considered as your craft? Take a look at our brand identity work, then start your project.