Merritt Woodworking
Branding, identity and digital system for a category-leading millwork company.
Merritt was a 50-year-old, family-owned millwork company with category-leading capabilities but a brand presence that needed to match the level of its work. The assignment reframed the company as a forward-looking design and fabrication partner for the next century of woodwork and joinery.
The strategic platform, Against the Grain, gave the brand a sharper point of view around craft, engineering, innovation and uncompromising standards. The identity paired a refined wordmark with a restrained black, white, gray and copper palette, supported by cinematic process imagery and a concise brand voice.
Brand / Client
Merritt
Category
Home, Interiors & Real Estate
Context
The O Group
Role
Creative direction
Services
Brand Development, Brand Identity, Website Design, Video, Motion Graphics, Photography Direction, Brand Voice
Collaborator
Naomie Ross, design
Stack, video production
Against the Grain translated Merritt’s combination of craft, engineering and ambition into a visual language built around precision, materiality and the people behind the work.
The website brought the new positioning to life through a restrained editorial system, large-scale imagery and a clearer story about Merritt’s capabilities, process and point of view.
Motion extended the system beyond static identity, using pace, detail and process footage to express the precision and energy behind the work.
A minimal stationery system paired disciplined typography with copper accents and tactile materials, carrying the brand’s balance of craft and modernity into everyday use.
