Partnering with TileWorks was like stepping into the past and bringing it into the present. Their team came to us at a pivotal time in the organization's new beginnings.
The TileWorks team knew from the start that their visual identity would need to embrace the imperfection and humanity that Henry Mercer's original tile designs exhibit. Specifically, our team poured over historic tile designs with the TW team, finally landing on a character and letter styling we felt captured the spirit of the organization. Through photography, tracing, and redrawing, we recreated the elements that would come together to become the new visual identity. The color palette was derived entirely from colors naturally found in their space and process: earth, clay, and concrete.
Over the course of the next several months, we collaborated closely with the TileWorks team to produce a unique handcrafted logo system, brand guidelines, print collateral ranging from promotional items to rack cards, a custom font based on Henry Mercer's lettering designs, custom icons and patterns, and many other visual assets. Beyond our design leadership, our team also consulted on a variety of messaging, strategy, software, and technical initiatives.
We're proud of the originality, research, and connections that were made through this unique process, as well as the design system that we contributed to building, and TileWorks continues today. TileWorks remains a busy operation with the functioning tilery, gift shop, tours, events, custom installations, and education programs. They have also added valuable experiences to the local community by organizing and hosting a wide variety of events, ranging from live music and the annual TileFest to the area's first Renaissance Fair.
