Rolling On Wood
custom hardwood trays and signsBrands and collectors see the trays and wall pieces, watch one being made, and send a logo to start their own.
The headache
Two brothers make custom trays and wall signs. Their best footage was on Instagram, and their domain led to a password-locked store page. The work is bright and physical, and the site had to show it being made.
In the way: The best footage was on Instagram, not the site.
The fix: The first screen is four of their own clips side by side: finished signs and crests, lit and in place.
In the way: Buyers don't know what goes into a custom tray.
The fix: One tray, blank to finished. The film stays pinned and cuts to the stage you scroll to.
In the way: Several hardwoods, and a photo grid doesn't say which is which.
The fix: A wood picker dims every tray not cut from the wood you tap.
In the way: The address led to a locked store page.
The fix: rollingonwood.com now opens the site itself.
Two brothers in California route trays on a CNC from solid hardwood, fill the cut with resin and finish each by hand. They also build back-lit signs and car crests. The site is their own clips, because watching a piece get made is the pitch.
Up close
The look, and why
Near-black, #0c0c0d, because the work is bright: purpleheart, green and blue resin, lit signs. One maple band, #e6d7bd, marks the bench where a tray gets made, and one cobalt, #2b50ff, a resin they pour often, is the button. Wide, heavy Archivo capitals, close to their ROW lockup, over Hanken Grotesk.
What does your website need to do?
Send the details. I’ll reply with questions.