THE DEADWOOD REFINERY
GDMA // Brand Development // Fall 2013
The brief was to develop a company that uses upcycled materials sourced from British Columbia to be marketed to British Columbians. I chose to create a Vancouver based furniture company whose goal is to establish a deeper understanding with consumers and the environment they live in by designing a narration of the found pieces' history to add to the personal stories of the clients.
- to change perspective on quality of upcycled products
- to market upcycled furniture as high end, given the limited amount of each collection
- to establish a connection between the end user and product through historical reference
- to continue the story of the salvaged site through its reinterpretation as a furniture piece
The Deadwood Refinery focuses on educating clients as to where their finished product originated from to establish a connection between the client's personal history and the piece itself. The aim was to give this new local brand a nostalgic and established tone so to define The Deadwood Refinery as a Vancouver's own furniture company. Language and naming of each piece plays a key role in portraying the brand by referencing the site where a piece came from in order to create dialogue and encourage personal story sharing.