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.
Brand Strategy, Brand Identity, Print Design, Digital Design, Content Creation
Arts and Culture
Breaking new boundaries
LBD Studio has worked with Max McCance since 2019, helping to successfully position and launch his consumer-facing business and gallery. 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 makers mark, resulting in a stamp of authenticity.
During his career, Max has worked extensively in Italy, Canada and the USA with collectors worldwide. Currently based in central Scotland, it was essential to showcase his work to the broader world. Our solution was to build a fully responsive online showcase that could act as a content hub for all other forms of digital content such as Instagram, press releases and online newsletters. From here, we designed and developed a visually rich exhibition site that put his work front and centre. The site is lightweight and uses the latest technology to deliver a fast and engaging experience for Max’s international audience.
Using print design to drive engagement
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 as well as 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.
As part of the 2021 retrospective, we produced a special collectors booklet to help promote the content to selected individuals, galleries and media outlets. We specified a uniquely environmentally friendly paper and used traditional low-impact processes such as letterpress as part of the design process.
As a design studio, we measure our success on the quality of our relationships. We continue to work with Max McCance, regularly collaborating on new projects and building his brand internationally. As a result of the branding process, Max’s work has been exhibited across the world and has featured in several publications, including a cover feature in Furniture and Cabinetmaking, The Scotsman and The Sunday Times, to name a few.
'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.'
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