Stalwork
Leveling Up a Luxury Builder's Brand
Stalwork is a fixture in the Central Coast building community, with a strong reputation for crafting beautiful luxury custom homes and commercial spaces for discerning clients. They enlisted 20|20 Creative Group to give the company a brand worthy of its high-end homes and top-tier craftspeople. I took the lead on this project, contributing to the messaging, then translating it to a sleek, contemporary—yet organic and realistic brand that celebrated not just the homes, but the people who built them.
The client direction demanded that all marketing pieces let the work primarily speak for itself. With that in mind, I created a dark, moody, understated aesthetic, drawing from luxury brands in the craft spirits and artisanal product spaces—black backgrounds that allowed photography to jump off the page, with sparse, short-and-sweet bits copy set in modern, elegantly simple typography.
What I Did
Brand Identity Design
Web/UX
Video Editing
Art Direction (Photo/Video)
Headline/Subhead
Headline/Subhead
Body
Website Design & Dev
Prior to the rebrand, Stalwork had a plain website, dated and devoid of character. I worked to design and build one that would reflect its new branding, centered around Stalwork's team as much as its work.
The site was built on WordPress, leveraging Themeco Pro for custom layouts and GSAP for subtle, sophisticated animations. It also makes heavy use of ACF Pro, incorporating custom interfaces for easy population of project galleries and other dynamic content.
Print Materials
Stalwork's sales process is unique in that nearly all leads are generated by word-of-mouth referrals—it's heavy on in-person meetings, so quality print collateral is a high priority. I worked to create a system that works well in print across brochures, case study sheets, and business cards, while occasional print ads in select publications keep Stalwork visible within the local community.
Photo Direction
It was important to the client that all photography be authentic and not staged—candid and quasi-photojournalistic. All of Stalwork's team photography features actual team members on real job sites.
I identified style and shot references for our photographer, compiled a comprehensive list of shots to be used on the website and marketing materials, then reviewed the delivered photos and made final selections for implementation.
Video Editing
Given raw footage of an interview with no clear direction and a collection of disparate b-roll clips, I was tasked with editing a pilot video representative of Stalwork, its philosophy, and its core values.
I reviewed all of the footage and arranged it into a coherent narrative, cut it together with appropriate b-roll and additional project footage, and mixed SFX. From there, I did an initial color grade for client review and photographer direction, then worked directly with the photographer to produce the final cut of the video.