Positioning a journey in timber. 

Having started his own woodturning business in a Northcote backyard in 1973, and operating a small shop in Hawthorn, Charlie took a position as the only hand-turner at London's largest and oldest woodturning workshop, Simon & Simon. Standing ankle-deep in sawdust in a Dickensian warehouse, producing 500 pieces of precisely turned timber every week, it was here that he truly mastered his craft.


Bringing together 50 years of hands on experience and a unique relationship with design and timber, we defined an integrated positioning for Charlie to express his core values. Working in partnership with our good friends at Infinite Shapes we devised an identity and communications strategy to create a dynamic platform for authentic storytelling, including the Charles Sandford website. 


As the preferred timber fabrication partner for many of Melbourne's leading architects, builders, and designers, Charlie and his team has a long history turning complex architectural designs into reality. And at a time when so many old crafts are disappearing, Charlie is passing on his love of timber and precise craftwork to a new generation of woodworkers. The brand identity resonates with Charlie's values and extends across all touch points, employing a visual language that connects natural materials, design, precision detail and a unique expression of timeless craftsmanship. 


The core brand architecture was devised from the strategic framework we developed with Infinite Shapes. This has informed all stages of the identity creation including the branded colour way, logotype, positioning, typography, and brand photography. These elements have been designed to function together to express the visual and narrative stories of the company and drive engagement, interactions and growth year on year.

When you've been crafting timber since 1973 you've worked with some good people. Architects and photographers in this case study include John Wardle Architects, Sharyn Cairns, B.E. Architecture, Trevor Mein, Shareen Joel Design, Coco Flip Design Studio and Peter Clarke

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