Client: Michael Brown Chairmaker
Scope: Brand Identity Development, Website Design & Development, Copywriting
Objective: Establish a strong brand and online presence to help Michael Brown sell his handcrafted furniture without relying on travel or art shows.
Michael Brown is a master artisan whose handcrafted Windsor-inspired chairs represent the perfect balance of tradition and contemporary design. Crafted entirely without power tools, his work embodies a dedication to heritage and fine craftsmanship. In addition to chairs, Michael creates custom heirloom furniture tailored to designer spaces and private homes, making him a renowned name in fine woodworking.
Based in Grantsboro, NC, Michael had built his reputation through prestigious art shows like the Smithsonian Craft + Design Show, where his talent and meticulous craft were celebrated. However, the demanding nature of the art show circuit, coupled with the increasing needs of his ailing wife, made it clear that a more sustainable approach was needed to connect with clients and continue growing his business.
When Michael began working with Heather Bunker Branding Co., his business lacked a cohesive brand and online presence. His website was basic and failed to convey the true quality and artistry of his work, and without a clear marketing strategy, he had relied almost exclusively on art shows for sales and customer trust. This method was becoming exhausting and impractical, especially as his personal life shifted. Michael needed an effective online strategy to showcase his work, connect with potential clients, and reduce his reliance on in-person events.
When Michael began working with Heather Bunker Branding Co., his business lacked a cohesive brand and an effective online presence—actually, he lacked any online presence. His website was rudimentary and failed to communicate the exceptional craftsmanship and value of his work. Without a clear marketing strategy, Michael relied solely on art shows to generate sales and build trust with his clients.
This approach was exhausting and increasingly impractical. Michael needed an online strategy to showcase his work, reach new clients, and alleviate the physical demands of in-person sales because of his ailing wife.
The first step in Michael’s brand transformation was to create a solid brand strategy. Without a clear direction, logo, or brand identity, we had to build from the ground up. One of the most critical aspects was determining his ideal customers, especially when marketing high-priced items like his $1,200+ chairs. While many creatives assume their ideal customer is "anyone with extra money," we knew Michael’s audience was more refined. Through in-depth research and discussions, we discovered that Michael’s ideal customers were other artisans, doctors, lawyers, and design-centric individuals who appreciated quality craftsmanship. These are the types of people who would be drawn to magazines like Architectural Digest, Elle Decor, Fine Woodworking, House Beautiful, Dwell, and The New York Times—publications that emphasize fine craftsmanship, high-end design, and luxury living.
Once we understood his target audience, we worked on refining Michael’s brand identity. This included designing a logo and creating visual elements that reflected the elegance and timeless nature of his work. These elements became the foundation for all his marketing materials and would help to position his fine woodworking as both art and craftsmanship.
A new website became the cornerstone of Michael’s online presence. Designed with an intuitive user experience, the site showcased his portfolio, highlighted the stories behind his craftsmanship, and provided an easy way for clients to connect and inquire about custom projects. The website served as a hub for his work, ensuring that potential clients could explore Michael’s offerings and learn about the artistry and care behind each piece. This site was built not only as an online gallery of his work but also as a tool for business growth and client engagement.
To ensure consistency and professionalism, we also developed marketing materials, print collateral, and online assets that supported the brand. These materials reinforced the brand identity and helped create a cohesive, high-quality client experience, whether online or offline. These assets were crucial in maintaining a professional appearance and ensuring that Michael’s brand consistently reflected the quality of his work.
With his new brand and online strategy in place, Michael successfully transitioned away from the demanding art show circuit. His online presence became a central hub for connecting with clients, generating leads, and elevating his reputation as a woodworking artisan. This new approach allowed him to focus more on his craft and less on the physical and emotional demands of traveling for shows.
Michael’s journey underscores the importance of aligning your business with your life goals.
A professional brand and online presence aren’t just about increasing visibility—they provide the freedom to build a business that fits your life, not the other way around.
For artisans and entrepreneurs, the key to success lies in thinking bigger: honing in on what you want your life to look like and shaping your business to support that vision. Michael’s story is a testament to the power of tradition, modern branding, and thoughtful strategy to create a lasting legacy.
Ditch the burnout, charge what you're worth, and build a six-figure creative business—without sacrificing your passion or freedom.
