Paul Jeffrey is a very talented furniture designer who got his start as a car designer for Ford, sketching concept cars. Rene Cervantez is a master woodworker who’s background was in carpentry. Together, they make amazing custom furniture for their clients. Paul makes sure that each design is tailored specifically to his client, and like me, he’s painstakingly detail oriented. When Paul approached me, he had a beautiful portfolio of work, and was also developing a line of furniture for mass-production, but he was missing a very important element – an identity that reflected his quality of work. I started with the identity, which was a simple logotype inside of a vertical enclosure that could easily lay over the top of beautiful photography without intruding. Once the identity was finished, I designed a set of business cards, direct mailers and a website that highlighted the custom pieces with a minimal approach to the typography. Paul was pleased with the result, and we have a long-standing partnership in building the brand.
Be sure to take a look at his work, which can be found on his website at PaulReneFurniture.com