Charlie began his woodturning in a Northcote backyard in 1973, later honing his craft as the sole hand-turner at London’s historic Simon & Simon workshop, producing 500 pieces a week. With 50 years of hands-on experience and a deep connection to design and timber, Rodeo partnered with Infinite Shapes to craft an identity and communications strategy that tells his story authentically.

Challenge

Charlie needed a brand that reflected his precision, craftsmanship, and role as the preferred timber partner for Melbourne’s leading architects, builders, and designers, while also celebrating his mentorship of the next generation of woodworkers.

Solution

We developed a brand architecture to guide logo, colour, typography, photography, and messaging. This framework created a platform for authentic storytelling, connecting natural materials, design, precision, and timeless craftsmanship across all touchpoints, including the Charles Sandford website.

Outcomes

The identity embodies Charlie’s craft and values, resonating with clients and collaborators. It positions him as a master of timber, supports engagement and growth, and communicates the enduring legacy of skill and design in every project.

Services
Brand strategy
Positioning and messaging
Identity design
Visual language and typography
Photography direction
Website strategy and design

Deliverables
Brand identity system
Visual language toolkit
Photography direction
Website and digital presence
Communications framework
Uniforms
Signage
Social assets 

When you've been crafting timber since 1973 you've worked with some good people. Architects and photographers in this case study include Wardle Studio, Sharyn Cairns, B.E. Architecture, Trevor Mein, Shareen Joel Design, Coco Flip Design Studio and Peter Clarke.