Creating a contemporary design brand steeped in mid-century nostalgia.

Industrial Craft

(In-house)

Categories

Identity
Art Direction
Strategy
Graphic Design
Environmental Design
Event Design

Team

Benjamin Lorimore

Angelika Ingham

Max Burton

Sarah SIlvey

Kip Kotzen

Hannah Fink

Rudi O'Meara

Ben Wagner

Alanna Hale

Brand Identity, Art Direction, Brand Strategy, Graphic Design, Environmental Design, Photography, Project Management

Brand Identity, Art Direction, Brand Strategy, Merchandising, Tone of Voice, Project Management

Creative Direction, Strategy

Art Direction, Project Management

Merchandising

Environmental Design

Logo Design (IC Mark)

Graphic Design

Photography

Industrial Craft is a new design store and studio concept in San Francisco.

IC aims to pull back the curtains of the somewhat secretive design process, inviting the public into an intimate hybrid retail, studio and workshop space.

I joined Industrial Craft as the first employee in July 2020 and played a large role in establishing the company alongside founder Max Burton.

Store

Industrial Craft is design store offering a curated selection of objects, furniture and home goods as well as their own growing in-house brand: IC Made.

Studio

Housed inside Industrial Craft in the upper mezzanine, the studio designs for both the store and various clients providing industrial design services.

Industrial Craft was established to reconnect with community and welcome them into our studio.

With a publicly displayed in-store workshop stocked with 3D printers and CNCs, we designed our flagship to be a romanticized, disneyland-like experience of the designer's home and studio.

Identity Principles

A warm and inviting host.
A passionate creative.
Confident, but not rude.
An authority in design.
Comfortingly familiar.

The Industrial Craft brand is personified as if it is a person. IC speaks in first person using the pronouns I and we. Visually, the IC mark is often used as text to replace what would otherwise say "Industrial Craft" or "IC" furthur personifying the brand.

The main brand color is a bold tomato red that speaks to the past, but is grounded in the present. The secondary pallete is comprised of a set of muted primaries taking inspiration from mid-century modern color palettes.

IC Event Series

To connect deeper with our community, we created an event series comprised of art and design shows, talks, and casual events.

For each show, we designed a show identity, staged the space, and launched comprehensive campaigns through social media, street posters, and flyers.

'Moto'
Hugo Eccles