Mastro Woodworking
A Web site for a custom woodworker.
This website required a thoughtful dialogue with the craftsman to determine why people purchase handcrafted furniture. It finally dawned on us: people like the story and the process as much as the piece itself.
Armed with this goal, we set out to highlight these facets while displaying the work in the most complementary way. We knew from the start that the portfolio needed to depict the works as sculptural objects. For this, we subtly retouched the pieces to portray them in a realistic light. Further, we showed the pieces from multiple perspectives to draw attention the detail and craftsmanship.
To augment the work itself, we developed content to provide context for the pieces. We were concerned with highlighting the why? and the how? of custom woodworking. For the first, we created sections dedicated to the artist and his philosophy. For the second, we created a “smell the wood shavings” walkthrough of how a piece comes to be. Together, they give patrons the vocabulary and sensibilities to appreciate handcrafted wood furniture.