Industrial Craft Brand - Benjamin Lorimore

Industrial Craft, Brand

In-house work. 2020-2022

Brand Identity
Art Direction
Graphic Design
Brand Language System
Multimedia Marketing
Environmental Design
Event Design
Photography

I joined Industrial Craft as the first employee in July 2020 and played a large role in establishing the company alongside founder Max Burton.
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I led the design and development of the brand identity, strategy, art direction, websites, multimedia marketing, environmental and furniture design, and other company collateral.

A design store and studio sharing what happens behind the curtains.

Store

Studio

Throughout founder Max Burton’s 35+ year career in design services working with companies like Nike, Google, Disney etc, he felt he got further and further away from the people he was designing for.
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Industrial Craft was established to reconnect with community and welcome them into our studio.

With a publicly displayed in-store workshop stocked with 3D printers and CNCs, we designed our flagship to be a romanticized, disneyland-like experience of the designer's home and studio.

The Industrial Craft brand is personified to create a sense of warmth and trust.

The brand speaks in first person and tells stories from his life experiences—creating a sense of familiarity and nostalgia that puts people at ease.

We created a series of art and design shows, talks, and casual events to form connections with our guests.

For each show we re-staged the space, designed an identity and launched comprehensive campaigns through social media, street posters, and flyers.

“As the world moves into the digital medium, a counterbalance is needed. The visceral feeling you get when holding a beautifully crafted ceramic vessel, or the weight and texture of a cast iron bottle opener can’t be experienced virtually.”

-MAX BURTON, FOUNDER

Credits

Benjamin Lorimore

Art Direction, BRAND Identity + STRATEGY, Graphic DESIGN, Environmental DESIGN, Multimedia MARKETING, PHOTOGRAPHY, PROJECT MANAGEMENT

Angelika Ingham

Art Direction, BRAND Identity + STRATEGY, MERCHANDISING, COPYwriting, TONE OF VOICE, Social Media, PROJECT MANAGEMENT

Max Burton

Creative Direction, Strategy, Project management

Rudi O'Meara

Logo Design (IC Mark)

Ben Wagner

Art DIRECTION, Graphic Design

Alanna Hale

Photography

Industrial Craft, Brand

In-house work. 2022

Brand Identity + Strategy
Art Direction
Graphic Design
Brand Language System
Multimedia Marketing
Environmental Design
Event Design
Photo Direction
Photography

I joined Industrial Craft as the first employee in July 2020 and played a large role in establishing the company alongside founder Max Burton.

I led the design and development of the brand identity, strategy, art direction, websites, multimedia marketing, environmental and furniture design, and other company collateral.

Industrial Craft is a design store and studio sharing what happens behind the curtains.

IC was established to reconnect with community and welcome them into our studio.

With a publicly displayed in-store workshop stocked with 3D printers and CNCs, we designed our flagship to be a romanticized, disneyland-like experience of the designer's home and studio.