HempWood needed a professional, contemporary visual identity to instill confidence and trust in consumers looking for sustainability and durability. Working from an already established color palette, typeface, and brand voice, I brought HempWood’s brand into a contemporary visual space by using sophisticated type treatments, high-quality photography, and uniform iconography.

Established in Murray, Kentucky in 2018, HempWood manufactures wood flooring from industrial hemp, pushing the building materials market forward with outstanding sustainability, improved material health, and a domestic supply chain. Initial conversations with company directors and shareholders revealed that the brand needed a clean, luxury feel to match the performance and aesthetic of their products.

Results
Since applying aesthetic changes to HempWood’s brand and optimizing media targeting strategies, I have helped HempWood gain over five thousand followers across social media platforms, increased organic social media engagement by 60%, and driven up paid social media reach by 68%.

Starting with HempWood’s social media, I began to use their library of high-quality hemp imagery and installation photos to create a natural, yet high-end feel. I also captured lifestyle-oriented video and photo to support HempWood’s marketing materials and create more engaging content.

Moving away from flat color blocking to vivid, colorful imagery helped clearly communicate the brand’s foundation in agriculture and sustainability, while elevating its visual presence.

I applied the evolved visual identity to HempWood’s print materials (brochures and trade show banners), digital product catalogs, and slide decks.

These materials are often HempWood’s first point of contact for architects and other industry professionals, and their presentation is crucial in building trust to support big purchasing decisions.

Bringing HempWood’s improved visual identity through to their online advertising and email marketing helped to build a positive rapport with customers, which was reflected in increased conversions and engagement rates.

Pages from HempWood’s 2025 Product Catalog

Iconography

Continuing education deck title slide