—Brand Strategy
—Verbal Identity

Nestled in Missoula, Montana, a workshop hums with the rhythm of a time-honored craft. Through skillful hands, creative joinery and deep intention, Doug King builds modern heritage furniture imbued with elegance and animated by life.

Unaware of his potential, Doug limited his exquisite, modern furniture to Missoula. However, coastal city dwellers, drawn to both Montana's mystique and discreet luxury, could be an achievable client set, too.

The goal: Reassess Doug’s core audience and create a brand that reflects his craftsmanship, love of nature, and belief that every home should have unique, precious creations that delight. 

Credit: Dain Gordon (brand identity)