Foundation Woodworks

I had the pleasure of working with Mark and Jacqueline from Foundation Woodworks on their new branding. They had recently purchased Foundation Woodworks a gallery and community woodshop in the historic River Arts District of Asheville, North Carolina, dedicated to highlighting and advancing the art of woodworkers and craftspeople in that mountain region. They showcases a wide array of fine woodworking from more than 65 local artists. Turned bowls, wall sculptures, homegoods, jewelry, lighting, woodcut prints, kitchenware, cutting boards, and a varied selection of heirloom-quality furniture are all featured there. They also provide a community woodshop to 20 local woodworkers who rent out studio / work space.

They inherited branding that in their words, was “terrible and confusing” and wanted a brand that at a glance people can recognize who they are and what they offer instead of being confused. They want a sense of professionalism and consistency between signage to socials.

FCW logo with a stylized bird and fruit design.

Project Scope:

— Logo System

— Brand guidelines

— Type & color system

— Collateral: Labels, Stickers, Business Cards, Stamps

— Apparel / Merch

— Building signage design

Logo for Foundation Woodworks with a stylized bird holding a paintbrush, surrounded by the text 'Locally Made Art & Homegoods' and listing services like gifts, gallery, classes, and custom work.
Logo with a bird holding woodworking tools inside a circular text reading 'Foundation Woodworks'.
Collection of four woodworking logo designs featuring a bird illustration with tools. Text includes 'Foundation Woodworks,' 'Locally Made Art & Homegoods,' and 'Gifts, Gallery, Classes, Custom Work.'
A logo for Foundation Woodworks featuring a stylized bird holding woodworking tools, displayed in two color schemes: on the left, a dark blue background with white and red elements, and on the right, a white background with dark outlines.
Logo for Foundation Woodworks with a bird, tools, and text indicating local made crafts, gifts, gallery, classes, and custom work.
Stylized bird logo with letters F and W and fruit images on a black background.

Behind the Logo

  • woodpecker

  • Elegant & Strong

  • Making the old new

Taking inspiration from an old woodpecker mural on the gallery we wanted to bring it back and make the old new. A woodpecker is elegant, strong and a perfect mascot for a woodworking co. We took that idea and ran with it combining old wood working tools and the woodpecker in a strong yet clean and simple style that has a playful and vintage touch. We wanted parts of this brand to feel like something you would find on an old Stanley tool.

Photo of a woodpecker with a red cap clinging to a tree trunk, with illustrated icons on the right showing a simple drawing of a woodpecker, one with tools and another with a leaf.
A wooden bookshelf with two shelves filled with books, a hanging plant with purple and green leaves, and a small decorative white house placed on the bottom shelf. To the right, two hang tags display information about the bookshelf, including type, material, price, and branding for Foundation Woodworks.
Set of branding materials for Foundation Woodworks, including a brown paper box with a blue logo stamp, round stickers, a rectangular sticker, and pins featuring the company's logo with a woodpecker holding a chisel and paintbrush.
Multiple logos for Foundation Woodworks with a bird, saw, and leaf icons on a dark background.
Logo for Foundation Woodworks with a stylized bird holding tools, surrounded by text mentioning gifts, gallery, classes, custom work, and a mural of a vase and tools painted on brick wall.
Collection of four different logos for 'Foundation Woodworks' featuring text and woodworking-themed icons.
Collage of various logos and texts related to Foundation Woodworks, a locally made art and homegoods woodwork business based in Asheville, North Carolina, featuring phrases like "Locally Made," "Home Goods," and the company logo with a bird illustration.
Logo of Foundation Woodworks with five wooden vases on a carved wood surface.
Collection of Foundation Woodworks merchandise including a black hoodie, a black T-shirt, a beige tote bag, and a navy baseball cap, all with the company's logo.
Stylized logo of a kingfisher bird with the letters 'F' and 'W' on either side, enclosed in a circle. The bird has a red accent on its head and is depicted in white lines against a dark blue background.
Branding design and marketing materials for Foundation Woodworks, including stickers, pins, a business card, and a stamp, featuring a logo with a bird, woodworking tools, and text emphasizing local handmade art and custom work.
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