Max McCance

Organic furniture that breaks new boundaries

Max McCance brand identity and key visual and brand identity

A new visual identity for Max McCance, one of the world's leading organic woodworkers

The work of Max McCance draws inspiration from naturally occurring shapes, patterns and forms. Working together closely, we crafted a new brand identity and supporting visual system to help showcase his work to collectors, galleries and the wider art world. The design system includes a bespoke carpenters mark, logotype, imagery style and other visual principles designed to promote his work.

Client

Type of work

Brand Strategy, Brand Identity, Print Design, Digital Design, Content Creation
Sector
Arts and Culture
Location
Edinburgh, UK
Max McCance brand identity by LBD Studio
Max McCance brand identity by LBD Studio

LBD Studio has worked with Max McCance since 2019, helping to position and launch his consumer-facing business and gallery successfully. Working together, we used his 30+ years of expertise to curate three new collections of work, each stemming from his love of nature. With 26 new and existing pieces on show, we hosted a retrospective online and offline exhibition, which attracted significant press and collector interest from both home and abroad.

As part of the brand positioning work, we developed a brand identity that could be easily laser-etched into the exhibits themselves. Inspired by the visual language of traditional carpenters’ mark-making, the symbol uses simple straight lines to form the letters of his first name. The mark is then applied to each project as a maker’s mark, resulting in a stamp of authenticity.

In addition to the online digital hub and exhibition, we have collaborated with Max McCance to design and produce an extensive range of printed materials. These include exhibition guides, press packages, and gallery materials like project literature and stationery. Each printed expression meets the same quality and sustainability criteria as the collections they represent, bringing unity to the full range of materials.

Max McCance brand identity sketches by LBD Studio
Max McCance photographic content
Exhibition booklet editorial print design for Max McCance
Exhibition brochure spread editorial print design for Max McCance
Exhibition brochure spread editorial print design for Max McCance
Max McCance photographic content
Max McCance branded sketchbook
Max McCance brand stamp
Stationery business card print design for Max McCance
Sylvan Table Max McCance product sketches by LBD Studio
Dovetailed Stool Max McCance product sketches by LBD Studio
Max McCance product sketches by LBD Studio
Responsive exhibition website design for Max McCance
Responsive exhibition website design for Max McCance
Responsive exhibition website design for Max McCance
Max McCance social media feature

'Working with LBD Studio has been an absolute pleasure from beginning to end. Liam is extraordinary in his field. He really cares about your business and actively seeks to show it to its best advantage. Liam is by far the most knowledgeable designer I have ever met — he is a real expert, and brings an extraordinary attention to detail to his work. He is a great collaborator as well, and was always willing to hear our ideas and incorporate them. He actively sought to get us the best prices for printing. Most of all, he was patient, kind, and thoughtful. He went the extra mile for our project time and again. I would be happy to talk to anyone who wants to know more, and to share my experiences of working with Liam and his team. I would enthusiastically recommend them to anyone.'

Ellen McCance
Marketing Director
Press article and editorial design for Max McCance