This is a hypothetical identity for an incredibly talented friend. The identity reflects the workman's approach to his craft. A reductive and refined graphic system is reflective of the product in which the workman delivers. A-W hand sources local materials - working with a tree from the stump in the ground to the beam on a rural gate. A-W is a sustainable practice that seeks to showcase what the South-West of Western Australia has to offer. With most of Perth's occupants unaware of what can be harvested on their metaphorical doorstep, A-W hopes to create a dialogue through the means of high quality, labor intensive, sustainable products and services. Unobtrusive in its nature, the identity created to service A-W intends to recede into the background, allowing both materials and craft to communicate the brand ethos.