I led the visual identity, brand direction, and website redesign for Heath Wagoner, a Brooklyn-based metalsmith studio seeking a more elevated, cohesive presence. My work shaped a refined aesthetic narrative that clarified the brand’s ethos, strengthened its digital presence, and positioned the studio to attract a luxury-minded clientele, collaborations, and global publicity.
Company
Heath Wagoner
Role
Brand Identity & Creative Direction
Deliverables
Brand Identity & Web Design
Heath Wagoner had a strong artisanal craft but an inconsistent brand identity and digital experience. To compete within the niche luxury goods space, the studio needed a unified visual system, a modern e-commerce presence, and a clearer storytelling framework to express its values and attract discerning customers.
I developed an architectural brand identity and textured visual direction rooted in the studio’s craftsmanship and sculptural sensibility. This included a new logo system, typography palette, color direction, scalable brand assets, and an elevated style guide. I redesigned the website with a clean, editorial layout that highlighted product details, enhanced usability, and supported growth in online sales. Together, these elements established a cohesive brand world that extended seamlessly across packaging, social content, and art direction.
