Custom Craft Roofing

Core Values, Mission Statement | In partnership with Amplify Graphics & Branding and Distinctive Design Studio, I transformed a fairly open-ended creative directive into a cohesive environmental graphic that fit an interior design concept. The project was for a breakroom space at Custom Craft Roofing in Oostburg, Wisconsin, with the objective of reinforcing the company’s culture while complementing the newly designed interior. Rather than relying on framed posters or conventional signage, the intention was to transform a large blank wall into an engaging environmental graphic built from the company’s mission, values, and messaging. One concept I provided was a heritage-inspired approach using ornamental framing, typography and badge elements to reflect craftsmanship and tradition. The selected concept was a cleaner, large-scale typographic interpretation of the mission statement in a contemporary graphic language inspired by the client’s reference imagery as well as the broader interior design palette. The composition was organized around a hierarchy of key ideas rather than reading order alone. Large typographic elements establish visual impact from a distance, while supporting text rewards closer viewing, resulting in a viewing-reading experience that can unfold across distance and over time.