Kerfline: cut to the line.

Mass-timber design-build, Portland. More than 2,700 mass-timber projects are built or in design across the US, and Portland is one of the category's capitals. Kerfline keeps pre-construction, fabrication and assembly in one team, so every panel arrives cut to the line.

Project: Self-initiated
Sector: Mass timber
Market: Portland, US
Brand book: 61 pages

Kerfline is a fictional brand we created to show our complete process. The market research is real; no client, results or testimonials are implied. Scenes like the one above are concept applications of the final logo files, not photographs of real placements.

The brief

Positioning before pixels.

For developers and architects building in mass timber, Kerfline is the Portland design-build contractor that controls the cut from model to site, because pre-construction, fabrication and assembly sit in one team.

Tagline: Cut to the line.

The idea

A kerf is the precise slot a saw cuts. Kerfline's whole promise is precision, from model to site.

Kerfline graphic language page — Graphic language, from the brand book

Creative directions

3 directions, one choice.

After research and strategy, we explored 3 distinct directions as concept boards. The chosen direction was then redrawn by hand as a precise vector system.