Lee Builds

The Brief

Silver Fern Creative approached me to develop a bold and rugged visual identity for their client, Lee Builds—a YouTube channel focused on craftsmanship, tool education, and DIY projects. The brand needed to feel professional yet down-to-earth, with an adventurous edge that resonates with makers, builders, and hobbyists.

The goal was to create a flexible and recognizable identity system that could translate across YouTube, print materials, signage, and potential merchandise. Deliverables included a full logo suite, typography system, color palette, supporting graphics, and a YouTube media kit with custom thumbnails and templates for a recurring series called Tool Tuesday.

The Solution

Drawing from the client’s personality and niche, I developed a bold, handcrafted visual identity with vintage industrial influences. The primary logo features a rugged, clean style that balances approachability with professionalism. Variations were created for stickers, laser engraving, and profile use to ensure adaptability across mediums.

Typography was carefully selected for readability and impact across both print and screen: Futura Condensed for headings and Montserrat for body text.

To support the brand’s video content, I designed reusable graphics including a custom Tool Tuesday icon, pop-up overlays, and thumbnail templates. A YouTube cover image and Canva-based system make future updates easy and consistent.

Together, these elements establish a strong foundation for Lee Builds’ growth on YouTube and beyond.

Services

Logo Suite (Primary, Sticker, Profile, Laser), Visual Brand Identity, Typography System, Color Palette, Brand Icons, YouTube Cover Image, Video Graphic Templates, Brand Guidelines