Small Works SF
The Small Works brand is refined and simple, just like their products which serve to further enhance the quality of their client's work.
When Andrew and I first began the project, he wasn't sure exactly what he wanted, but he knew his brand needed to be straightforward – nothing excessive or overtly clever. To keep the identity distinct and refined, a single brand color was selected to serve as the primary brand element. It would be used generously but with intention across all materials.
Two secondary marks were created to distinguish the areas of service within the company – handmade frames and custom projects. The square framed logomark serves as the primary mark for the framing work, while an abbreviated crest within a square frame serves as the primary mark for custom projects.
Andrew and I looked through Josef Albers’ book, Interaction of Color, which influences a lot of his design decisions. We found a palette with a bold blue, similar to what we had selected for our primary color, as well as a soft pink tone. This soft, unexpected color balanced the bold blue with an warm, earthy vibe, which speaks to the palette and natural materials used in much of Andrew's work as well as the slow, California lifestyle that many of his client’s work embodies.
The brand typography has an apparent industrial quality, but a subtle rounded edge in both typefaces suggests a friendlier human quality. These features directly reflect Andrew’s aesthetic – sturdy construction, often with soft edges.
The site was designed to be very straight-forward and specific with a clear storyline — letting the photos of Andrew’s studio communicate the quality in his process while also highlighting the finished work without getting overwhelmed by lots of extra information. We wanted the style to feel untraditional while still feeling approachable and intimate.
There needed to be a clear delineation between the two areas of the business. A very distinct side navigation that is fixed on the left side on all pages creates an exploratory but intentional experience for exploring these two areas.