Wiregrass Millwork & Lumber


Brand Identity, Photography, Website

The Wiregrass Way

UnderStory designs a new identity and website for Wiregrass Millwork & Lumber.

Brand & Identity
Websites & Apps
Creative Direction

Quality Craftsmanship - The Wiregrass Way

Wiregrass Millwork & Lumber is a family business headquartered in South Georgia near the Florida Georgia border. The owners approached UnderStory with the need for a new identity and website after some changes within the company, including more focus on millwork. We set out to create a new look for them heavily influenced by the other brands the owners loved, including Howler Brothers, Yeti, and Costa Sunglasses. The result is a new mark to immediately communicate their companies brand beacom: the Wiregrass Way - a relentless dedication to craftsmanship and quality.

Part of our new creative direction included new photography to better tell the Wiregrass brand story

We worked with our clients on a new creative strategy and partnered with our friend Dave Barfield of Lonely Fox Photography for incredible new photography showing the grit and passion these master craftsman bring to work every day.