A visual language for architectural metalwork. From craft-led logo exploration to a refined identity system and website presentation.
The creative challenge was to express both the craft of metalworking and the precision of architectural work. I guided the identity and website direction around that balance, moving from explicit tool-and-badge concepts toward a restrained structural monogram. The supporting system connects that direction across visual assets and digital presentations.
I guided the identity system and website creative, connecting the metalworking craft with an architectural visual language.
Move from literal tools and industrial badges toward a compact structural monogram, then carry that architectural direction into the supporting system.
A developed identity direction, supporting brand assets and website presentations. The earlier logo explorations show the alternatives considered.
The developed direction combines an enclosing frame, a strong central W and a gold vertical element. The presentation tests the identity as a primary logo, compact icon, stacked lockup and circular submark.
The enclosing form gives the mark a clear boundary, while the central letterforms bring weight and symmetry.
The palette moves between dark surfaces and warm metallic accents, reflected in the material application studies.
Horizontal, stacked and compact versions explore how the identity can adapt to different spaces.
The brand-system presentation brings the supporting pieces together: logo assets, service and process icons, color, typography, photographic direction, interface treatments and background graphics.
The website layout extends the identity into a lighter architectural presentation. Project photography leads; service icons, process content and a featured-project gallery support the path toward a consultation.
A large architectural image sets the context for the business.
Consistent icons organize the range of metalwork applications.
A project gallery provides the next layer of visual detail.
The consultation call to action connects inspiration with inquiry.
The alternatives make the choice visible: tool-and-badge concepts express the craft literally, while the structural monogram offers a more compact architectural expression. The developed system above carries that restrained direction forward.
The developed direction connects the structural monogram with the material palette, service icons and website presentation. The original boards show how that system extends across formats; earlier explorations make the move toward a more restrained architectural expression visible.
Identity studies, brand-application mockups and website design presentations.