This was a summer series at NewSpring where we wanted to capitalize on the patriotic culture of South Carolina. We love how this country was built by hard working hands, so we decided to build things with our hands too. The logo was CNC out of plywood, hand painted, roughed up, and staged in a wood shop as apart of our video opener. The rest of the branding lived digitally with a textured treatment applied to the mark for all print materials and online.
Here you'll see two different shop setups, the first one was too clean but was still fun to do. We learned from that one that we wanted it all a bit more rough. Having time to rule out the clean idea was key to landing where we did.