Rolling On Wood
custom hardwood trays and signsA brand or a collector can see the trays and wall pieces, watch one being made, and send in a logo to start their own.
The headache
Two brothers make custom trays and wall signs, and the best footage of that work was sitting on Instagram. Their own address led to a store page locked behind a password. The work is bright and physical, and the site had to show it being made.
In the way: The best footage of the work was on Instagram, not on the site.
What I built: The first screen is four of their own clips playing side by side: finished signs and crests, lit and in place.
In the way: A buyer does not know what goes into a custom tray.
What I built: One tray is shown from blank to finished. The film stays pinned and cuts to the stage you have scrolled to.
In the way: The trays come in several hardwoods, and a grid of photos does not say which is which.
What I built: A wood picker dims every tray that is not cut from the wood you tap.
In the way: The address led to a locked store page.
What I built: rollingonwood.com now opens the site itself.
A two-brother studio in California that routes custom trays on a CNC from solid hardwood, fills the cut with resin and finishes each one by hand, and also builds back-lit signs and car crests for the wall. The site is made from 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 band in a maple tone, #e6d7bd, marks the bench where a tray gets made, and one cobalt, #2b50ff, the colour of a resin they pour often, is kept for the button. Headlines are Archivo set wide and heavy in capitals, close to their own ROW lockup, over Hanken Grotesk.
What does your website need to do?
Tell me about your business and the project you have in mind.