Closet Craft
A belief in maximizing potential is brought to light
Brand positioning, visual identity, logo design, website design, information architecture, content strategy, website writing, vehicle graphics, print design, project management
A full service contractor, Closet Craft believes in maximizing potential. They live out this belief as they seek to make the most of an often underutilised space in the home—closets. We worked with Closet Craft to reposition this expert in home storage solutions as a partner for general contractors to collaborate with at the design stage of the home-building process.
Closet Craft’s website was underwhelming, sterile, and lacked personality. We wanted to maintain a clean feel and also utilize areas of visual impact. Negative space is used in conjunction with tidy blocks or type and inspiring photography to create a website that is both visually interesting and well organized.
Closet Craft’s team of professionals design, manufacture, and install closets to exacting standards, with custom elements and finishes. We used their high bar of excellence and attention to detail to craft a brand that looks and sounds tidy.
Reminiscent of a capital “C”, the architectural symbol for a closet made the perfect icon to represent Closet Craft. With a full library of options—vertical and horizontal, with and without a tagline, text or icon only—the logo echos Closet Craft’s belief in using spaces to their full potential.
“We asked Michelle to revamp our brand and create a better presence uniformly across our mediums. She was able to pull out our vision and concept and put that into our branding. We are so happy with how everything turned out. We look forward to continuing an ongoing relationship with Michelle Sourisseau Creative.”
- Jason Fu, Owner & Designer, Closet Craft
A high-contrast colour palette, dominated by black and white, is used to represent positive (full) and negative (empty) space. Two humanist typefaces—Consolas and Gibson—are used to reflect the paired down, simple nature of organization. Closet Craft’s visual identity system includes a collection of custom icons that represent the various components of home storage—boxes, hangers, dividers, baskets, drawers.
Wendy Lees of Wendy Lees Creative, brand strategy writing, website writing
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