A fumed oak flooring company was in need of a name and brand identity to market their fine products to the interior design industry. The age old fuming technique they employ is believed to reveal the natural beauty of wood. Along with Alana Bailey Consulting, I conceptualized a name and brand identity for the company, now called ‘Dara’. The identity pulls from spiritual and sacred nature of the oak tree in many cultures and particularly its importance in the celtic tradition. ‘Dara’ is a gaelic word for oak. Furthering this concept, I designed a logo that suggests the soul or core of a tree being revealed. dara-wood.com