Portland-based industrial welder by day, design fabricator specializing in custom metal works and wood carvings by night.


Andrew Palmer, an accomplished industrial welder and independent fabricator, approached Think Joule to create a brand for his emerging business. As a fabricator, Andrew loves to see his work in use in the world and strives to connect people of all means to affordable, functional art. We were tasked with creating a high impact brand on a small business budget. 

It's All in the Name

Andrew's specialization is turning his clients artistic visions into one-of-a-kind fabrications. Inspired by Andrew's working name, Imaginations Fabricated, and his unique approach of giving shape to other people's ideas, we recommended the name FORM and crafted his mission: Turn Imagination Into Form.


A Structured Identity

The visual elements of the brand reflect the skilled and functional nature of his work. The identity is bold, expressive and adapts easily to a variety of uses. The custom pattern and extended brand elements provide a library of ownable graphics for use across web, print and art shows.


Crafting a Brand Story

Andrew needed the website to show his process and showcase his artistic fabrications, as well as communicate his expertise. To leverage his story and promote his work, we created a highly visual site using iterations of the logomark to outline his process and emphasize the technical aspects of his work. 



  • Brand Strategy

  • Collateral Materials

  • Logo & Identity

  • Messaging

  • Naming

  • Website


Let's Give Shape to Your Project