When an independent set fabricator engaged me to develop their brand strategy and identity, I needed to craft a name, mark, and logotype that gave the impression that this small East Village based set-building shop were equals with the big players in the industry. One strategy we employed was to apply a bold Eleventh Street Workshop livery to their only cube truck. But that truck crisscrossed the city every day and soon clients and competition asked; “How many trucks do yo guys have?” Since then, the company has grown into a ‘one-stop-shop’ production juggernaut with massive facilities in NYC and LA. Their work is everywhere across the country. A far cry from a tiny one-bedroom apartment on eleventh street.