Preserving the legacy of the rugged gentleman, forging a brand that builds hope for the craftsman.
(Top, Photo by Russell Shaw)
Born at the start of the Great Depression, Lamon Luther, the man, was a mechanic, carpenter, and farmer. A maker in every sense of the word, he used his calloused hands to create works of art as well as provide for his family.
Lamon Luther, the brand, is a tribute to his memory and all that he stood for – art, craftsmanship, and hope for a better future. The creations made by the team utilize reclaimed materials that would otherwise have been destroyed, offering a second story to the life of the wood. The company employs skilled craftsmen who were forced into homelessness during the recent recession, giving them an opportunity for a new life. With laborers rebuilding their lives through every product made of repurposed materials, the workshop of Lamon Luther is an environment that exemplifies restoration in every way.
Creative / Art Director: Russell Shaw
Sr. Designer: Russell Shaw
Jr. Designer: Jeremy Barnes
Illustrators: Russell Shaw, Jeremy Barnes
Photographers: Micah Bearden, Russell Shaw
Copywriters: Brian Preston, Russell Shaw
Watch the story of Lamon Luther on CNN.
The visual identity for the Lamon Luther brand was built around a mastered version of the signature of Lamon Luther Wilson, the ancestor of the company's founder. The signature is the perfect symobl of the artesenal and unique hand-crafted quality behind each of the company's product lines. Also created was an icon of two crossed adz (signifying the time-honored method of creation that the company employs) on top of a saw-like structure – serving as a unique stamp or "brand mark" pressed into the wood of the products. The icon and signature often come arranged in a lockup with the company's central motif, "Hope For The Craftsmen," to drive home the notion that Lamon Luther is more than just a design-build organization – it is a team of formerly homeless workers now on their way toward restored lives.
“We build hope by bringing back the process of making.”