Merritt Group
Monogram and wordmark: an interlocked M and G in a shield-like form, paired with a classic serif for a trusted, professional-services feel.
Portfolio 2026
Joshua Mitchell
Brand & Graphic Designer · Founder, Ironwood Creative Studio
Graphic design student at Southern New Hampshire University (BA, web design concentration; Honor Roll every term). I build brand identities that hold up on a truck door, a hard hat, a hang tag, and a website — not just on a presentation board.
Case study · Brand identity
Appalachian Timber Co.
Student concept project · Repositioning a family-owned timber supplier (founded 1988) as a premium brand. Fictional client.
The challenge
A 20-year-old identity with a hard-to-read logo, inconsistent materials, and an old website kept the company in the “local lumber yard” box, and out of sight of architects, designers, and luxury builders.
The strategy
Sit between industrial suppliers and luxury reclaimed-wood brands: premium craftsmanship rooted in Appalachian heritage, with the rugged character of timber stamps and mill marks.
The solution
A complete identity system: stamp-based primary logo, ATC timber-frame monogram, palette, type pairing, and applications from vehicles to hang tags.
01 · Research
Two crowded camps, one open lane.
Most timber brands are either industrial suppliers (inventory, pricing, specs) or luxury reclaimed-wood brands (architecture and design). I reviewed four competitors to find where Appalachian Timber Co. could stand apart.
reSAWN TIMBER co.
Modern · architectural
Strong: Refined identity, appeal to architects.
Gap: Little connection to place or family tradition.
Elmwood Reclaimed
Rustic · residential
Strong: Sustainability message, wide range.
Gap: Product-focused; weak premium positioning.
Old World Timber
Rustic · Americana
Strong: Heritage story, authenticity.
Gap: Leans traditional rather than contemporary.
Appalachian Woods
Warm · premium
Strong: Storytelling, luxury-focused.
Gap: Reads as niche (reclaimed only).
Authentic, not corporate. Premium, not luxury-for-luxury’s-sake. Heritage-driven, not outdated.
02 · Strategy
Premium Appalachian wood craftsmanship for exceptional homes.
Brand promise
Premium Appalachian wood products crafted for homes built to last generations.
Tagline
Rooted in Craft. Built for Generations.
Audiences
- Luxury homeowners (35–65) building or renovating custom homes
- Architects & designers who specify premium, sustainable materials
- Custom home builders who need consistent quality and reliability
Palette
Appalachian Forest
#264734
Ironwood Brown
#6A4A2F
Slate Charcoal
#2E3135
Mountain Cream
#F2ECE2
Typography
Roboto Slab Bold for headlines — a sturdy slab serif, a nod to historic American craftsmanship. Montserrat Regular for body — clean and legible across signage, print, and screens.
03 · Exploration
Start on paper, narrow with intent.
I filled a page with twelve thumbnails before touching a computer: vintage lumber stamps, circle and hexagon seals, a mountain-and-ring mark, and an “A” built from wood grain. Stamps kept winning because they connect to how timber has actually been marked and graded for generations.
Three directions carried forward
- A · Heritage Timber Stamp. Mill marks and inspection stamps
- B · Wood Grain Mountain. Ridge lines formed by grain and tree rings
- C · ATC Monogram. A timber-frame letterform built like joinery
04 · Refinement
Stronger forms, fewer ideas.
05 · Final identity system
One system, everywhere it shows up.
Selected work
More identity and illustration work
Slick Rick’s Oil
A retro-poster campaign exploration: a dancing-piston mascot, a two-color palette of mustard on deep navy, a worn print texture, and punchy copy built to read at a glance.
Blacksheep Restaurant Maids
Logo explorations for my first business (2019): a character-led mark that makes a cleaning service friendly and memorable.
Range: I also design original characters and mascots, including my animated series. See the Creatures →
How I work
Hand-sketched. AI-assisted. Human-finished.
Strategy, research, sketching, direction selection, and refinement are my own work. I use AI tools as part of my process: some concept imagery and mockups in these case studies were generated with AI tools, then art-directed, selected, and refined by me.
I’m upfront about it because clients and teams deserve to know how the work was made. Appalachian Timber Co. is a fictional client; the brief and outcome are part of a student concept project.
Tools
Adobe Illustrator, Photoshop, and InDesign; AI image tools for exploration and mockups; hand sketching to start every project.
Values
Strong · Honest · Creative · Hands-on · Reliable · Appalachian-rooted