A sharper brand identity for a master furniture maker.

James Smith Furniture creates bespoke furniture and joinery from a workshop in the Scottish Borders. The work is beautifully designed, made and built to last, but the existing identity and website weren’t reflecting that level of craft.

The brief was to create a more refined brand and digital presence while keeping the business personal and straightforward.

The new identity takes its cue from a classic dovetail joint, with a distinctive JSF maker’s mark designed to work across print, digital and as a physical stamp on the furniture itself.

The website was simplified and refined, giving the photography more space and creating a consistent visual language across the site, business cards and social templates.

The result is a brand that feels as considered as the furniture itself. Simple ideas, beautifully executed.