Made for Designers by Designers
Saltwolf is a new, high-end, semi-custom contemporary upholstered furniture line created exclusively for the trade interior design market. Created by an interior designer, Saltwolf aims to disrupt a conservative and slow-to-adapt industry by offering high-quality, American-made furniture with fast turnaround via an efficient online platform.
LOGO & VISUAL IDENTITY DESIGN | PHOTO ART DIRECTION | PRINT DESIGN
PHASE 1 > DISCOVERY
Saltwolf joyfully embraces juxtaposition
After completing a client questionnaire, creative brief and competitor review, we engaged in a creative territory workshop. Through a variety of exercises, we emerged with deeper empathy for the customer, a refined brand persona, and a clear vision for the visual mood to express.
PHASE 2 > DESIGN
Sophisticated but not serious.
Honest but not simple.
With a clear strategy in hand—we explored a range of logo concepts and design elements expressing the established persona. Our final icon was inspired by the crystalline structure of salt, held within the more feminine shape of a circle. Together with a custom reverse-contrast logotype, the design elements express a tension of opposites that is at the core of the Saltwolf brand (and the couple that founded it).
PHASE 3 > PRODUCTION
At ease and ready for adventure.
With the final logo, type and color palettes, photo art direction and style guide in hand, we created a variety of brand touchpoints: business cards, sample kit, portfolio, digital advertising and vehicle graphics.
“Working with Amy has been an enormous boon to our business. She is a joy to work with, but more important than that, she is thorough and intensely strategic. From competitive analysis to customer profiling through to art direction for our photoshoots, Amy always delivered beyond expectations. Having worked previously with large and expensive agencies, I can honestly say that Amy delivered their equivalent in value and output. But instead of managing an overbearing team, we got to work with an easygoing, kind, and generous individual. We cannot recommend her enough.”
– Jordan Williams, CEO/Co-Founder, Saltwolf
