branding, design, & marketing
Arana Craftsman Painters
Arana is one of the San Francisco Bay Area’s premier, family-owned residential & commercial painting company. Since 2014, I’ve worked closely with owner Catherine Baldi to develop their brand and marketing materials to help them achieve their business goals.
As a small family-owned painting business in the SF Bay Area, Arana thrives through the partnerships it has built with local interior designers and trades services. Arana’s brand was designed to appeal to the sophisticated, elegant taste of their interior design partners, who rely on them to execute their vision with a craftsman’s touch and expertise.
I designed the logo and website for Arana while working with them as a client, as the Art Director for Two Hats Consulting in Berkeley, CA. (They have since updated their website.) They love working with me, and stayed on as a freelance client after my time at Two Hats.
Goals for Arana’s marketing projects
Create long-term partnerships with service providers, specifically interior designers and contractors
Showcase Arana’s excellent craftsmanship
Raise awareness of the scope of services offered
Communicate Arana’s effectiveness in partnering with and realizing interior designers’ creative visions
Solutions
Developed clean, approachable, yet neutral brand aesthetic that allows the eye to focus on their work
Elevated brand aesthetics to speak to sophisticated eye of interior designer and tradesman demographic
Created brand voice with friendly, approachable, professional copy writing
My role
Design and art direction
Copy writing
Concepting
Photo editing/manipulation
Collaborate with client to form final product in alignment with vision and business goals
L O G O R E D E S I G N
before / after
discarded concepts
Arana loved working with me (the feeling was mutual), and eventually became one of my longest freelance clients. I’ve loved pushing the branding over the years, keeping it true to its essence but stretching it to keep it fresh and engaging.
B R A N D E D C O L L A T E R A L
(Made by client)
