Through our initial research, we learned that CW&T were spending a lot of time trying to consistently brand their process and the objects that they put into the world.

In the past, and likely going forward, CW&T utilized Kickstarter as a way of introducing their products. This often meant that they would go dark for months and then resurface with a Kickstarter for a new product. All of the documentation from the process that led to the final product was showcased in the Kickstarter campaign. We wanted to make it possible for that process to be more visible and play a larger role in the interaction they have with their audience.

The system consists of two elements (1) a decodable serial number and (2) a colored dot. Both are unique to each product and serve as an invitation for fans to follow CW&T’s process as they go from sketch to prototype to realized product.

Depending on the product it might get the dot and the serial number or just the dot. Every product would at least get the colored dot.

Like the desktop site, the CW&T mobile was designed to showcase the products first and foremost and allow for the user to apply filters while exploring their oeuvre.

On Instagram the identity system really comes to life. This is the space where all of the different lines of inquiry going on within the CW&T studio are made visible. The identity system helps organize them and using the serial codes as hashtags help aggregate them.

To make the identity as easy as possible to integrate into their workflow, we built a tool to make creating the serial codes, dots and labeling images easier.