This series of signs was an exercise in brand driven experiential signage.  Craftforce is a startup company based in Maysville KY offering an online social network designed specifically to link individual craftsmen with clients and projects.  Within a year of conception, the company was featured on The Discovery Channel and the first of these signs was designed for filming.  Its linear composition of 120 individually shaped plates spell out the brand through optical illusion as one moves past, in reference to the multitude of craftsmen that make the network thrive. In keeping with the company’s goals, these signs share a common design language intended to showcase the craftsmanship involved in their production.