Lillias Right

Goby had an age old problem; what happens when a business changes hands? When the last generation didn't put the same weight into branding as the new owner? Their brand image had started to look dated.


Identity & Branding, Print, Digital & Web


Goby Wood Co.



When Aaron bought goby, he thought their branding needed an update. Timeless branding that would last the life of the company.
We started by renaming them, just a slight shift. Goby Wood co. was called goby walnut & western hardwoods. Goby Wood co. Reflects their expanded product choices & is much more succinct.

Our Solution

Aaron wanted goby to be more of a lifestyle brand. Their audience has shifted to include more creators and smaller makers. We used three key words to guide our decisions- maker, passionate, and informative. The three pillars for their brand identity. 


We created a new visual feel for them based on classic American industrial branding. Their brand voice was defined, a tag line was created, mission statement was updated, and a variety of other brand elements were written for them.


The Sample Box

The sample box was created to be mailed out to architects and builders. An audience that might be in the market for wood very soon. Inside are some wood samples, a brochure, and a personalized letter of introduction.

The Website

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