![Artboard 20](https://cwpdesignstudio.com/wp-content/uploads/2023/06/Artboard-20.jpg)
Background
When they’re built right, brands tell stories.
After building a lot of things throughout his lifetime, master craftsman Joe Plaskowitz was ready to build a business. Over a period of decades, Joe has distinguished himself as a “Joe of all trades” with impeccable service. He came to us looking for a business name, visual identity, and website that accurately reflected his vast experience and remarkable skillset.
![challenge-icon](https://cwpdesignstudio.com/wp-content/uploads/2023/06/challenge-icon.png)
Challenge
Establish a descriptive yet pithy name, a simple yet elegant identity, and a website that told Joe’s story in a compelling way.
![icon-img2](https://cwpdesignstudio.com/wp-content/uploads/2023/06/icon-img2.png)
Solution
Words with double meaning come together to succinctly describe Joe’s essence, and drive the identity and website design.
![gray-point-icon](https://cwpdesignstudio.com/wp-content/uploads/2023/05/gray-point-icon.png)
Results
A solid brand presence, an influx of business, and award-winning recognition for Joe.
![Artboard 21](https://cwpdesignstudio.com/wp-content/uploads/2023/06/Artboard-21-1.jpg)
Distilling a name and identity from diverse experiences
Joe wanted a name that encapsulated both his broad skillset and his specialty trade, while also referencing his quality work and attention to detail.
![Artboard 23](https://cwpdesignstudio.com/wp-content/uploads/2023/06/Artboard-23-1.jpg)
![featherandform-lines](https://cwpdesignstudio.com/wp-content/uploads/2023/06/featherandform-lines.jpg)
The power of hidden meaning
Joe’s business name is a nod to his specialty feathering paint technique, his light-handed work, and his ability to form exquisite results that fulfill unique visions. The visual mark for his logo tells the story of his brand, blending an F into the feather, while also suggesting the form of a home. His website was designed to showcase his history and versatility, so that he could connect with a multigenerational audience with an appreciation for refinement.
Distilling a name and identity from diverse experiences
Joe wanted a name that encapsulated both his broad skillset and his specialty trade, while also referencing his quality work and attention to detail.
![featherandform](https://cwpdesignstudio.com/wp-content/uploads/2023/06/featherandform.jpg)
The power of hidden meaning
Joe’s business name is a nod to his specialty feathering paint technique, his light-handed work, and his ability to form exquisite results that fulfill unique visions. The visual mark for his logo tells the story of his brand, blending an F into the feather, while also suggesting the form of a home. His website was designed to showcase his history and versatility, so that he could connect with a multigenerational audience with an appreciation for refinement.
![Artboard 23](https://cwpdesignstudio.com/wp-content/uploads/2023/06/Artboard-23-1.jpg)
Through messaging and custom photography, the website showcases how Feather & Form Restoration turns vintage visions into reality.
![Artboard 24](https://cwpdesignstudio.com/wp-content/uploads/2023/06/Artboard-24-1.jpg)
Color palette & Typography
Charcoal
Sage
Mint
Parchment
IvyPresto Display Thin
IvyPresto Display Italic
Proxima Nova Medium
![Artboard 26](https://cwpdesignstudio.com/wp-content/uploads/2023/06/Artboard-26-1.jpg)
Challenges
It was important to capture the big picture without losing sight of the details.
Joe’s experience is both broad and deep, resulting in a varied history that needed to be strategically assessed in order to pinpoint a name, and carefully curated to determine storytelling highlights for the web.
![Artboard 27](https://cwpdesignstudio.com/wp-content/uploads/2023/06/Artboard-27.jpg)
![Artboard 28](https://cwpdesignstudio.com/wp-content/uploads/2023/06/Artboard-28.jpg)
![Artboard 29](https://cwpdesignstudio.com/wp-content/uploads/2023/06/Artboard-29.jpg)
The Outcomes
In addition to strategizing a memorable and descriptive name, we developed a comprehensive brand identity with marketing collateral that fed a successful marketing campaign. Feather & Form Restoration is reaping the benefits with a deluge of new business and “Best of Philly” recognition.
![Artboard 30](https://cwpdesignstudio.com/wp-content/uploads/2023/06/Artboard-30.jpg)