Design Foundry Case Study

The first time I met with the Design Foundry team, I wasn’t sure what they did. Partially because they were in a temporary office, but mostly because they immediately started talking about how they planned to help their community. Was this a nonprofit? A new skills training facility? Turns out it was a little of both, filtered through the day-to-day work of a furniture manufacturing company. Their slogan is Building People, Making Furniture, and I knew their brand needed to represent that.

Setting Goals

The leadership team at Design Foundry had a few specific goals:

  • Emphasize the community building aspect of the brand

  • Tie in the heritage of furniture making, but with a modern feel

  • Fit in with the minimal, black & white aesthetic of their parent company

Mood Board Option One

Mood Board Option One

Mood Board Option Two

Mood Board Option Two

doing the research

Once we established specific goals, I began research of Design Foundry, their competitors, their inspiration, and anything else that popped up along the way. The result of that research was two distinct looks: bold and simple, which featured black and stark white elements, or soft and classic, which relied more heavily on neutrals and subtle textures. In the end, bold and simple won out, and the train kept moving.

The initial logo presentation and explanation

The initial logo presentation and explanation

logo presentation

Because the Design Foundry team places such a strong emphasis on personalized, handmade things and wanted to draw on historical references for their logo, it because clear very quickly that their logo should be hand drawn. What better way to show that your brand is people-centric than with a unique, human-made mark? Several hours of sketching, revising, and vectorizing later, their first logo iteration was born.

Primary logo

Primary logo

Secondary logo

Secondary logo

finishing touches & Application

Unlike a lot of projects, the differences between the initial logo and the final product were few, and we landed on a mark everyone was happy with. From there, it was applied to everything from business cards to a mocked-up wall mural (which may one day be real!) to shirts, coolers, and water bottles. You name it, they’ve put the logo on it. And with an enormous manufacturing center and more employees by the day, there’s no telling where it will end up next. Follow along with their journey via Facebook or their company website.


IN THEIR WORDS

DF_sign.jpg

“As a startup, we needed to brand ourselves and our company from a blank sheet of paper, literally. The final product would be in videos, on t-shirts, signs on buildings, envelopes, invoices. We needed someone to breathe life into our thoughts and ideas, and develop a printed piece that meant something to all of us.

Jordan brought us a full compliment of design features, developed primary & secondary logos, and stitched them together seamlessly to represent our new identity and culture. We worked exclusively with Jordan—having one designer take on all of our work means she is constantly thinking about how everything fits together, and she presented us with a unified brand.

All of us here can highly, highly recommend Jordan for any project you have. Call “Jordan the Girl”, she is one-of-a-kind talented & special!”

- Dan Castilleja, CFO/Director of Operations, Design Foundry