Self · 2013
Woox Creative Identity
Disciplines
Identity, Logo, Personal Brand
Role
Everything, strategy, logo, mark system
A pencil mark whose negative space forms a 'W', a logo that shows how I work, not just what I make. Drawn in 2013, still in use.
Self · 2013Results
Drawn in 2013, still in use, unchanged
A pencil that is the process, a W that is the name
01 / Overview
I made the Woox Creative mark in 2013. I wanted it to tell how I worked, not just what I made, because every project I take on begins with a pencil: rough sketches, messy ideas, and notes that turn into strategy. The pencil is the process, and the negative space inside it is a 'W' for Woox Creative. Behind every polished brand is real thinking, real drafting, and real craftsmanship, and the mark had to say so.
02 / Problem
The hardest brief is your own, too much taste, not enough constraint. I wanted a mark that didn't just name the studio but showed how I actually work: starting on paper, in pencil, long before anything gets polished.
03 / Context
Self-initiated, in 2013, the one identity that would have to sell every other identity I made, and hold up for more than a season.
The mark
A pencil. A “W.” The work behind the work.
I made the Woox Creative mark in 2013. Every project begins with a pencil, rough sketches, messy ideas, and notes that turn into strategy. The pencil is the process, and the negative space inside it is a “W” for Woox Creative. Because behind every polished brand is real thinking, real drafting, and real craftsmanship.
Behind every polished brand is real thinking, real drafting, and real craftsmanship.
04 / Process
How it took shape.
- 01
Wrote the brief like a client: what should the mark say about how I work, not just what I deliver?
- 02
Started where every project starts, on paper, in pencil. Rough sketches, messy ideas, notes that turn into strategy.
- 03
Found the pencil: a mark that is literally the tool I reach for first, so the logo shows the work behind the work.
- 04
Carved the negative space into a 'W' for Woox Creative, so one mark holds two ideas at once, the process and the name.
05 / Key Decisions
Why it looks the way it looks.
The pencil is the process.
Every project begins with a pencil, rough sketches, messy ideas, and notes that turn into strategy. The mark shows the work behind the work, not just the finished surface.
Negative space is a W.
The pencil carves out a 'W' for Woox Creative in its negative space. Two ideas in one mark, how I work, and who I am, without a single extra stroke.
Craftsmanship over trend.
Behind every polished brand is real thinking, real drafting, and real craftsmanship. I made it in 2013 and it's still in use; personal brands get redone every two years, and I wanted one I could keep.
06 / Final solution
A pencil mark whose negative space forms a 'W' for Woox Creative, a logo that shows how I work rather than just naming the studio. Drawn in 2013 and still in use, scaling from invoice to social.
Next project
Maps Feature Enhancement
