Practical design.
Thoughtful restraint.




Identity Study



Second Shift Workshop



A maker’s mark tested on the things a woodworker actually uses: signs, cards, fabric, and wood.



PROJECT OVERVIEW



Second Shift Workshop is a self-directed identity concept for a fictional, membership-based woodworking and repair shop in Portland, Maine. The name refers both to the hours after the regular workday and to giving furniture, materials, and traditional skills a second useful life.



The Problem



The identity needed to feel credible to experienced craftspeople without appearing exclusive or intimidating to beginners. It also needed to combine the character of an old-world workshop with a cleaner, more contemporary presentation. Because the brand would appear throughout a working shop, the logo had to be practical—not simply attractive on a screen.



The Idea



The design grew from the form of a traditional maker’s mark. A simplified block plane and curling wood shaving create the central symbol, while the rounded arch gives the mark the presence of a shop sign or craftsman’s stamp. Stencil-inspired lettering reinforces the handmade character without making the identity feel overly nostalgic or decorative.



The Development



The logo was developed first in black and white to establish contrast, hierarchy, and legibility before color was introduced. Its simple geometry was deliberate. The mark needed to be painted, printed, cut from plywood, burned into wood, or embroidered without losing its structure. Dark forest green and pale tan were added to bring warmth to the system while keeping it grounded and practical.



Applications



The finished identity was tested on a business card, hanging barn sign, wood-burned plaque, and embroidered workshop apron. Each application presented a different production challenge. The purpose was to determine whether the mark could remain recognizable and consistent as its material, scale, and method of reproduction changed.


THE OUTCOME The result is a flexible identity that feels at home in a working shop. It is distinctive without being complicated and traditional without feeling dated. Second Shift Workshop communicates exactly what the space is intended to offer: Make. Mend. Learn.



The Outcome



The result is a flexible identity that feels at home in a working shop. It is distinctive without being complicated and traditional without feeling dated. Second Shift Workshop communicates exactly what the space is intended to offer: Make. Mend. Learn.



Jim Desrosiers



jim@jimdes.com