Brand identity / Digital design
Vitale Woodworks
A considered identity for a hands-on craft. Connecting the precision of custom woodworking with a consistent presence across brand, web, and print.
01 / The brief
Make the quality of the work visible.
Vitale Woodworks creates custom cabinetry, millwork, furniture, and residential interiors. The project called for a consistent identity across its website and customer-facing materials, with a presentation that reflected the care and precision of the craft.
My contribution covered identity refinement, brand guidelines, website layouts, and supporting collateral. The design challenge was to connect these formats while keeping the woodworking itself at the center of the story.
02 / Identity
A recognizable mark, with clear rules.
I refined the existing logo through spacing, typography, and color application, then documented how it should appear across formats. The serif wordmark and geometric symbol pair traditional craft associations with a structured, architectural character.
Logo specifications: construction, clear space, and variations.
Brand guidelines: color, typography, and logo treatments for light and dark backgrounds.
03 / Digital design
From page structure to visual expression.
The wireframes organize the website around five destinations: Home, About, Services, Portfolio, and Contact. Project imagery, service information, and enquiry paths each have a defined place, giving visitors a way to understand the business before making contact.
Wireframe study showing page structure and navigation relationships.
Applying the identity to the interface.
The styled layouts introduce the brand palette, typography, buttons, and section treatments within that structure. Dark panels distinguish key messages, while lighter content areas give project descriptions and images space.
Website design studies. Placeholder image areas indicate the intended composition; these screens document the design direction.
04 / Print applications
The same care, in the practical details.
The product specification layout extends the identity into a functional sales document. Drawings, dimensions, material options, and finish samples occupy distinct areas so the reader can move between visual and technical information.
Product specification layout example.
05 / The deliverable
One identity across brand, web, and print.
A connected set of design assets, with consistent typography, color, and hierarchy adapted to each format.
Brand foundations
Logo specifications, clear-space guidance, color, and typography treatments.
Digital direction
Website wireframes and styled design studies, from navigation to page composition.
Practical applications
A product specification layout that brings brand and technical information together.