The Assignment
I assisted an upscale furniture company with an established distribution channel, to re-brand after their move from Oregon to California. I created a brand story written for the future website that was also distributed as postcards to accompany product sales in stores.
The Copy
James Michael Woodworks starts with Family. There is a rustic woodshop in the middle of the redwood forest in Brookings, Oregon. I used to hang out in the woodshop with my aunt and uncle while they created beautiful pieces of art out of redwood. My uncle would build most of the pieces, and my aunt would carve. Initially, it was just something to appreciate and enjoy. I’d sit in the woodshop and witness an exciting transformation taking place. However as time went on, I became more interested in the process. I became a student of choosing the right wood, designing and building furniture and then ultimately learning the art of carving.
Introducing a new generation. My name is Jim. I am a physical therapist by trade, but my love is woodworking. My aunt and uncle wanted to pass along these skills to someone who could appreciate it; someone who put as much into creating these pieces of art as they have. I am honored to carry on this tradition.
My woodshop is in Pleasant Hill, California rather than in the middle of the redwoods. However, it’s just as peaceful, calming, and meditative. My support team consists of three chickens, one dog, and two cats coming in periodically to check on me and poke at the sawdust on the floor. It seems so elementary but being in the woodshop, creating something new out of wood that is 1,500 years old feels amazing.
We continue as a Family. Even in the artistry of the piece, before the carving starts, my wife is involved. We talk about the next piece and design it together. My friends’ kids help draw images for the carvings. There is a family element to every piece that I create. There is no thought to mass production, and there never will be. These are individual pieces that I hope you’ll enjoy.
