Wheelhouse Design Build
Wheelhouse Design Build is an independent carpenter and maker specializing in custom builds. The brief was a logo and brand package that could represent the craft, precision, and personality of a one-person creative practice, something that felt handmade and considered without being precious.
I developed multiple directions, moving from initial explorations through to a refined, detailed final version. The client chose an earlier, simpler iteration over the more detailed final, and they were right to.
What I Made
- Developed a full range of logo concepts, exploring different visual directions for the brand
- Refined selected directions through multiple rounds of iteration, building toward a detailed final version
- Delivered a complete brand package including logo variations, colour palette, and usage guidelines
The Design Thinking
The most interesting moment of this project was the client's choice. They picked an earlier, cleaner iteration over the more elaborate version I'd spent more time on, and when I saw it in use, I understood immediately why. The simpler mark had more confidence. It wore the brand without announcing it.
That experience taught me something about the relationship between effort and result in logo design: more complexity is not more craft. The mark that works is the mark that works, regardless of how long it took to get there. The logo has been in use ever since.
