Queer Collar Carpentry
Role: Art director, designer
Lee Rose is no ordinary carpenter - known through the BDSM scene across San Francisco and Oakland, Lee builds bedroom and lifestyle furniture for the Queer community with accessibility in mind. With such specialized work and being a sole proprietor, branding would go a long way to drive home just how specialized Lee is in their field.
Branding
Let’s start with the basics - a logo and colors.
Lee’s last name was too good to pass up - the rose color implied a touch of queerness when placed alongside such a stern but professional font as Superclarendon.
Clean, sharp, but ornate serifs serifs were just what this brand needed to communicate a measure-twice-cut-once professionalism.
Next up, Lee and I considered the paper tools of their trade: invoices and business cards. And of course, a folder was a must to keep it all neat and tidy!
While I stayed with the logo’s main iteration for the invoice and the business cards, the folder offered the space and size to be more adventurous. The tools tumbling down to the logo was just the touch of playful this print package needed.
Click thumbnail to take a closer look.
Tool bag
Last but not least, Lee needed a cool bag to carry their tools of the trade from home to office and back. Something solid but reliable that they could throw down on an unfinished basement and getting right to work.
Click thumbnail to take a closer look.
