Stalwork
Stalwork
Leveling Up a Luxury Home Builder's Brand
Stalwork came to 20|20 Creative Group a simple task: create a fresh brand worthy of its high-end custom homes and top-tier craftspeople. I was the lead designer on this project, contributing to the brand messaging and then translating it to a sleek, contemporary—yet organic and realistic brand that celebrated not just the homes, but the people who built them.
What I Did
Brand Identity Design
Web/UX
Art Direction (Photo)
Video Editing
Brand Identity Design
While the rebrand was simple on paper, it was an extreme exercise in restraint. The client wanted minimal, plainspoken copy, and an overall no-frills approach that let Stalwork's homes speak for themselves.
With that in mind, I created a dark, moody, understated aesthetic, drawing from luxury brands in the craft spirits and artisanal goods spaces—black backgrounds that allowed photography to jump off the page, with sparse, short-and-sweet bits of copy set in modern, elegantly simple typography.
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 and the quality of its work, while also making projects easier for prospective clients to navigate.
I built the site in 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.
Stalwork.com
Print Collateral Design
Stalwork's sales process is unique in that nearly all leads come from referrals—it's heavy on in-person meetings, so high-quality print work is a top priority.
I worked to create a system that works well in print across brochures, case study sheets, and business cards, leveraging an existing library of project photography as well as our new collection of team photography.
Editorial Video & Post-Production
Given raw interview footage with no clear direction, with a collection of disparate b-roll clips, I was tasked with editing a pilot brand video.
I reviewed all of the footage and arranged it into a coherent narrative based on the brand messaging pillars; 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.
Photography Style Direction
It was important to the client that all photography be authentic and not staged—all team photography features actual team members on real job sites.
Outlining a more candid, quasi-photojournalistic style, I provided style and shot references to the photographer, compiled a comprehensive list of shots to be used on the website and marketing materials, then made final photo selections.