Loft Joinery
Brand Narrative & Art Direction
(loftjoinery.com.au)Loft Joinery crafts bespoke heirloom-quality furniture and custom fit-outs.
Their work commands a premium price-not for the final product, but for the mastery and integrity behind it.
How do you justify investment in a table or a joinery detail? By telling the story of its making.
To build a narrative around process as a product.
I spent weeks embedded in their Coburg workshop, documenting the unspoken chapters of creation: the origin of materials, the focus of the maker, the pivotal moments of transformation, and the quiet authority of the finished piece.
Loft Joineries advertisement guidelines were designed to replace a simple product catalog with a mythology of craft—connecting emotionally with clients who value provenance, skill, and story. with an emphasis on the creation, the joints, the grain, the corners, the textures & the usage.
OutcomeA strategic visual framework and asset library that:
- Articulates value through craft, not product.
- Provides a storytelling toolkit.
- Establishes a distinctive, premium brand presence.
- Turns viewers into participants by inviting them behind the scenes.