Craftworks USA
2022
A new national brand, from the logo to the website, for a custom architectural finishes company.
The Challenge
Craftworks had nothing of its own to start from. No logo, no brand, no site. It had to look like an established national company from the first day, and it had to be clearly separate from Rycon without hiding where it came from.
About This Project
Craftworks USA does custom architectural finishes for construction projects, shipping and installing nationwide for general contractors and designers. Rycon Construction came to us to help create the brand for their new company. Craftworks sometimes works with Rycon's direct competitors, so it needed a national brand that could stand on its own. They asked us for a logo and a WordPress site like Rycon's. We gave them the whole identity: logo, colors, type, and a video-led site their team runs themselves.
What we made
The logo came first, and it was the hardest part. It had to carry a company that didn’t exist yet into bids against firms that had been around for decades.
The other hard part was the portfolio. Craftworks works in many materials, so every project is tagged by its finishes. A client who wants to see stone work can look at only stone work, and the same goes for every other material they offer.
The homepage leads with video, because finished architectural work is better seen moving than described. Services, careers, and contact are each one step from any page.
What their team runs now
All of it. The site is a few years older than the Rycon site we made in 2026, so fewer of its pages sit in structured fields, but the team adds projects, updates pages, and posts openings without coming back to us.
Since launch
The site has run as launched since 2022, with no issues and no big changes needed. Rycon came back to us for their own new site in 2026, which is the third project between the two companies and us.
