Undercurrent is a handmade, custom-built furniture company based in Cedar Rapids, Iowa. They specialize in pieces made from 100% post-consumer recycled materials. Founded in 2016 by Andrew Martin, Undercurrent has been a hobby project until now. As business grows, it needs a consistent, visually representative, eye-catching identity.
The visual identity should capture the unrefined yet high-quality of the furniture they create. This is in juxtaposition with the desire to remain appealing and inviting to unfamiliar customers. Hurdles include avoiding over-done tropes of vintage and distressed visuals.
Undercurrent seeks to maintain modern standards of comfort and convenience while maintaining a rugged utilitarian exterior.
You can see here a hidden wireless charger under the reclaimed burlap.
The Coffee End Table is one-of-a-kind and hand-made like all of Undercurrent’s pieces. You can see here
I began focusing on my freelance work in 2020. Within the calendar year I went from zero freelance work to multiple, returning clients.
I worked at Vertex for nearly a year before leaving as a result of the pandemic. As a graphic designer I helped define the young brand's visual identity.