Identity Design for a Recliamed Materials Furniture Company

Undercurrent is a handmade, custom-built furniture company based in Cedar Rapids, Iowa. They specialize in pieces made from 100% post-consumer recycled materials. Founded in 2016 by Andrew Martin, Undercurrent has been a hobby project until now. As business grows, it needs a consistent, visually representative, eye-catching identity.
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The visual identity should capture the unrefined yet high-quality of the furniture they create. This is in juxtaposition with the desire to remain appealing and inviting to unfamiliar customers. Hurdles include avoiding over-done tropes of vintage and distressed visuals.

COLORs

#006DAD

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B: 173

C: 90
M: 55
Y: 6
K: 1

#EE2539

R: 238
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B: 57

C: 1
M: 83
Y: 84
K: 0

#E5C47E

R: 229
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B: 126

C: 11
M: 21
Y: 59
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#FFFEF8

R: 255
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B: 248

C: 0
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Y: 2
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#5B5453

R: 91
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B: 83

C: 60
M: 58
Y: 56
K: 31

#1F1F1E

R: 31
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B: 30

C: 72
M: 66
Y: 66
K: 75

Logos

Large Logo

Standard Logo

Standard Stamp

Small Stamp

Texture

⬅ Click Here

Custom Halftone Generating Photoshop Action

Typography

DIN CONDENSED BOLD

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APPLICATIONS

Coffee end table

Undercurrent seeks to maintain modern standards of comfort and convenience while maintaining a rugged utilitarian exterior.

You can see here a hidden wireless charger under the reclaimed burlap.

The Coffee End Table is one-of-a-kind and hand-made like all of Undercurrent’s pieces. You can see here

Other Projects

2020 Freelance

I began focusing on my freelance work in 2020. Within the calendar year I went from zero freelance work to multiple, returning clients.

Vertex

I worked at Vertex for nearly a year before leaving as a result of the pandemic. As a graphic designer I helped define the young brand's visual identity.

Stemless

I created this logo system as a side project to keep my design decision making sharp while working in a position with very few creative choices.