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Old North Furniture & Designs

Old North Furniture & Designs

Old North Furniture & Designs

Old North Furniture & Designs

Old North Furniture & Designs

Spencer Ratliff is a custom furniture designer, based in Knoxville, Tennessee. He believes that products aren’t meant to be consumed and discarded. When he crafts heirloom-quality furniture, his loving labor, his skill, and sweat, infuse the wood, leather, and metal with deeper meaning.
Spencer Ratliff is a custom furniture designer, based in Knoxville, Tennessee. He believes that products aren’t meant to be consumed and discarded. When he crafts heirloom-quality furniture, his loving labor, his skill, and sweat, infuse the wood, leather, and metal with deeper meaning.
SCOPE OF WORK

Brand Strategy, Identity Design, Art Direction, Packaging, Web Design & Development 

SERVICES:

Brand Strategy, Identity Design, Art Direction, Packaging, Web Design & Development, 

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OLD LOGO

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NEW LOGO

The Challenge

By the time a porch swing, table, chair, or bar stool is ready for service, it has a story. People connect with those stories. They enjoying sharing them. For Spencer those connections and stories are a legacy that began with designing and building custom pieces one at a time. 

Over time, however, larger commercial projects and installations throughout East Tennessee began to eclipse custom orders. 

Spencer was the same craftsman with the same skills and work ethic, but his business trajectory had changed. His visual identity and messaging weren’t relevant or attractive to the affluent commercial clients he really wanted. 

He needed a complete overhaul in order for his brand to reflect the level of quality, beauty, and professionalism he brings to every project.

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The Journey

We wanted Spencer’s new logomark to speak to the essence of his evolving brand. We wanted to highlight Spencer's journey in entrepreneurship and his love for the outdoors. We also wanted the symbol to stand on its own apart from the wordmark. Rustic wouldn’t cut it; we needed modern, distinct, and structurally sound. 
Spencer’s work involves a great deal of searching, discipline, patience, and perseverance, and we liked how a compass embodies those traits. The result of this thinking and design process was a circular abstraction of a compass and the North Star. 
Looking for help? Let’s chat about your brand. →

The Journey

We wanted Spencer’s new logomark to speak to the essence of his evolving brand. We wanted to highlight Spencer's journey in entrepreneurship and his love for the outdoors. We also wanted the symbol to stand on its own apart from the wordmark. Rustic wouldn’t cut it; we needed modern, distinct, and structurally sound. 
Spencer’s work involves a great deal of searching, discipline, patience, and perseverance, and we liked how a compass embodies those traits. The result of this thinking and design process was a circular abstraction of a compass and the North Star. 
Looking for help? Let’s chat about your brand. →

The Journey

We wanted Spencer’s new logomark to speak to the essence of his evolving brand. We wanted to highlight Spencer's journey in entrepreneurship and his love for the outdoors. We also wanted the symbol to stand on its own apart from the wordmark. Rustic wouldn’t cut it; we needed modern, distinct, and structurally sound. 
Spencer’s work involves a great deal of searching, discipline, patience, and perseverance, and we liked how a compass embodies those traits. The result of this thinking and design process was a circular abstraction of a compass and the North Star. 
Looking for help? Let’s chat about your brand. →
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Spencer Ratliff

Spencer Ratliff

Spencer Ratliff

“It’s hard to express my gratitude for everything Balernum did for my business. To be honest, I came pretty close to throwing in the towel. I was getting big custom projects here and there but not enough to justify the stress and long hours. Thankfully, I made one of the best decisions of my career and reached out to Chris. I trust Chris, so I didn’t meddle or micro-manage. We chose the name, began building the Old North brand, created a visual identity, and did the website. That took more effort than I expected, but that effort was more fun and satisfying than I expected too. Investing in my brand was a turning point for me. My brand gave me a huge confidence boost. It sent the right signals to the right people. The clients and projects I really wanted went from a trickle to a steady flow! Now, I’m booked out nearly a year in advance, and I’ve been able to bring in other designers and furniture makers to help me. I can’t tell you what this has meant for me, my business, and my family.”
“It’s hard to express my gratitude for everything Balernum did for my business. To be honest, I came pretty close to throwing in the towel. I was getting big custom projects here and there but not enough to justify the stress and long hours. Thankfully, I made one of the best decisions of my career and reached out to Chris. I trust Chris, so I didn’t meddle or micro-manage. We chose the name, began building the Old North brand, created a visual identity, and did the website. That took more effort than I expected, but that effort was more fun and satisfying than I expected too. Investing in my brand was a turning point for me. My brand gave me a huge confidence boost. It sent the right signals to the right people. The clients and projects I really wanted went from a trickle to a steady flow! Now, I’m booked out nearly a year in advance, and I’ve been able to bring in other designers and furniture makers to help me. I can’t tell you what this has meant for me, my business, and my family.”
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Need a fun-loving, focused team for your next branding or marketing project? Let’s talk about how Balernum can serve and guide you.
Need a fun-loving, focused team for your next branding or marketing project? Let’s talk about how Balernum can serve and guide you.
Need a fun-loving, focused team for your next branding or marketing project? Let’s talk about how Balernum can serve and guide you.
Need a fun-loving, focused team for your next branding or marketing project? Let’s talk about how Balernum can serve and guide you.
Need a fun-loving, focused team for your next branding or marketing project? Let’s talk about how Balernum can serve and guide you.

SAY HI

hello@balernum.com

+1 (615) 218-2033‬

SAY HI

hello@balernum.com

+1 (615) 218-2033‬

SAY HI

hello@balernum.com

+1 (615) 218-2033‬

OFFICE

1417 E. 5th Ave.

Knoxville, TN 37917

OFFICE

1417 E. 5th Ave.

Knoxville, TN 37917

OFFICE

1417 E. 5th Ave.

Knoxville, TN 37917

OFFICE

1417 E. 5th Ave.

Knoxville, TN 37917

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© Balernum 2019 — Go build bravely.

© Balernum 2019 — Go Build Bravely

© Balernum 2019 — Go Build Bravely

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