Intentional Craft is a creative studio that uses design to solve problems and tell stories.
Intentional Craft was a creative studio from 2017-2019. It was co-founded by me, Lucy Reedy, and Bonny Guo. What started as a casual conversation over a flask of whiskey in the graduate studios at California College of the Arts turned into an entrepreneurial venture. Intentional Craft developed the creative vision and strategy for major accounts across a diverse client base including Compass, Airbnb, Roofstock, Madison Reed, and SOMA Magazine.
SCOPE
Branding
Brand Strategy
Creative Strategy & Direction
Digital Marketing
Iconography & Illustration
Market & Competitive Research
Presentations
Print
Social
Website UI/UX
Visual Identity
We are multi-disciplinary thinkers and makers.
We employ analog and experimental processes coupled with strategy. We are researchers with a hunger for understanding the human condition. We are a firm, not a factory. We work at the intersection of design and technology, challenging conventional processes and materials. We covet craft. We care about telling your story.
CLIENT:
Roofstock
Roofstock, a digital platform that offers single-family home real estate investing, was developing a new product with a completely different business model than the service and functionality of their existing product. They asked Intentional Craft to design the mobile version of the new digital product. Before starting the design process, we conducted first and secondary research including interviews, observations, industry analysis and more.
SCOPE
Creative Strategy & Direction
Design Research
Digital Marketing
Iconography & Illustration
Infographics
Prototyping
Visual Design
Website UI/UX
We created mood boards, user journey maps, and various infographics/data visualizations in our initial process to synthesize our findings. After evaluating the findings of our research, we created multiple sketches of what the look and feel of the mobile version might be and how customers would interact with it.
We worked closely with developers, executives, and the marketing team to come up with the final concept for beta testing.
CLIENT:
Compass
Intentional Craft was responsible for developing innovative marketing strategies and visual identities for top tier agents at Compass. We worked with designers, creatives, marketing agents/advisors on managing the concept, design, layout, photography and art direction of various promotional vehicles.
We created dynamic brand identity systems for individual real estate groups and presented work to the internal team and agents. We designed assets and multimedia collateral templates for implementation of established brand essence into all visual communications, marketing strategies, and internal collateral. We redesigned various existing materials and assets for new agents to reflect updated content and branding changes.
SCOPE
Branding
Creative Strategy & Direction
Digital Marketing
Iconography & Illustration
Infographics
Presentations
Print
Social
Visual Identity
CLIENT:
California College of the Arts, DMBA Program
The MBA in design strategy program at California College of the Arts came to us to create a visual identity for their ten year anniversary. This identity system—branded as DSX—would be used across multiple formats both digital and print. The assets would also inspire the visual identity of the MBA program beyond the DSX.
Working closely with the director of the program, Andy Dong, we developed a fresh graphic language that communicated what it means to be an MBA program at an art and design school. We were inspired an installation at an art exhibition that created a three-dimensional grid. We loved the idea of translating the 3-D to the 2-D world and breaking some of the rules of the grid.
SCOPE
Branding
Creative Strategy & Direction
Digital Marketing
Iconography & Illustration
Presentations
Production
Social
Visual Identity
