Owen Caldwell, Master Woodworker site cover

Owen Caldwell, Master Woodworker

Client
Custom furniture studio (studio brief)
Year
2026
Role
Brand & Web
Live
woodworker.alphabeta.design

Launchpad, a sans-serif rebrand and three-page craft site for a Portland custom-furniture studio.

Context

A modern furniture maker whose work keeps getting mis-read as rustic-craftsman. Ornate serifs, weathered photography, barn-wood texture. The cliché the work itself does not earn. The brief: walk the brand away from it.

Approach

Launchpad tier. A typography reset to sans-serif with a terracotta accent. Three pages: home, portfolio gallery, and a process section that walks collectors through the commission. One custom component, a piece-detail card sized for the varied gallery work. CMS so new pieces post without coming back to me.

Designed to test

A sans-serif rebrand that walks away from the rustic-craftsman cliché, three pages, and a CMS so new pieces post without coming back to me.

Selected screens

Owen Caldwell, Master Woodworker: homepage hero.
Owen Caldwell, Master Woodworker: portfolio gallery.
Owen Caldwell, Master Woodworker: commission process detail.
Owen Caldwell, Master Woodworker: piece-detail card layout.
Owen Caldwell, Master Woodworker: studio context.
Owen Caldwell, Master Woodworker: footer and inquiry.

Next project

Halverson Sandwich Co. →

Or start one like this

See the packages