The Ritual Chair, a handcrafted solid timber occasional chair made in Ōtautahi Christchurch

Scope of work

Campaign

Social Media

Editorial & Print

Credits

Michael Gilling (Photography)

Working alongside furniture designer and maker Michael Gilling of Xylo Woodcraft, we developed the campaign identity for the Ritual Chair, a handcrafted solid timber occasional chair designed and manufactured in Ōtautahi Christchurch. The project included naming, campaign design, technical drawings, printed collateral, and a suite of launch assets across both digital and physical touchpoints.

The campaign identity draws heavily from the language of craftsmanship, referencing archival catalogues, technical specification sheets, and workshop markings. At the centre of the system sits Century Schoolbook Mono, a typeface chosen for its utilitarian character and subtle connection to technical documentation and industrial printing. This is paired with a restrained palette, considered layouts, and a mix of detailed chair drawings and carefully art-directed photography.

A key focus of the campaign was highlighting the Ritual Chair’s customisation options, including timber finishes and material selections. These details were expressed through a flexible graphic system that balanced precision with warmth, helping communicate the handcrafted nature of the product without feeling overly polished or commercialised.

Ritual Chair campaign imagery
Ritual Chair campaign imagery
Ritual Chair campaign imagery
Ritual Chair campaign imagery
Ritual Chair campaign imagery
Ritual Chair campaign imagery
Ritual Chair campaign imagery
Ritual Chair campaign imagery
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Ritual Chair catalogue cover
Ritual Chair printed collateral
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Ritual Chair campaign imagery
The Ritual Chair in solid timber
Ritual Chair campaign imagery
Ritual Chair campaign imagery
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