Elliott's carpentry is a small business based in Ontario, Canada. They do wood working, fencing and small construction work among other carpentry products and services. The identity of the business was drawn from the credibility of the business owner Jon Elliott in the local community. For the business to grow, it was important for it to develop an identity of it's own.

The first step towards this goal was to design a logo.

The logo was to be used primarily in 3 ways: burnt into the products using a heated cast, on social media profile and on print and digital ads.

In light of what we know about the market and the competition, the target audience for Elliott's is mid-income home owners that are mostly between the age of 25 to 50. Elliott's operated in and around the Woodstock area which is mostly rural, with a majority of people working in agriculture and industrial sectors. This means the common traits that re-appeared in user personas were an attachment to earth and respect for physical labour. For example, hobbies that tied close to nature and machinery like mudding, hunting, fishing, kayaking etc. were common. Family values and togetherness was also identified to be a idealised and hence worth focusing on. However, this was commonly focused on by the competitors and for differentiating ourselves, it was decided to bring these values into how we operated rather than our visual identity and language.

From interactions with the community, it was also identified that there was appreciation for young individuals that did not disregard traditional and contemporary values.

Based on the assessment of our target audience, 3 values were considered to be most important for Elliott's identity and sufficient to differentiate us from the competitors.

In touch with nature,
Hardworking,
Modern.

The logo represents a connection to nature and implies products that are straight from natures arms. The colours were chosen to represent lush foliage and healthy soil.

The selection of typography attempts to marry traditional values of rural Canada with a modern approach to execution. A handwritten typeface for "Elliott's" suggests human qualities and approachability. The geometric modern typeface for "Carpentry" suggests professionalism and precision.