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.
Wheelhouse is a design and construction business. The brief was a logo and brand package, foundational work for a new business that needed to feel trustworthy and considered from day one. Multiple logo directions were developed, refined through iterative feedback, and delivered as a complete brand package including variations, colour palette, and usage guidelines.
The most interesting moment was the client's choice. The earlier, cleaner iteration won out over the more elaborate version that had taken longer to develop. Seeing it in context made the reason immediately clear, the simpler mark had more confidence. It wore the brand without announcing it.
More complexity is not more craft. The mark that works is the mark that works, regardless of how long it took to get there.
