STRATEGY, BRANDING
Rescue Vintage
Rescue Vintage is just as much an ideology as it is a service and business. Built on the belief that repair and reuse is a revolutionary act, this business is a small but mighty wrench in the gears of overconsumption. Since its conception, Rescue Vintage has rehabilitated hundreds of quality pieces of furniture and home goods, keeping them out of landfills and allowing their craft and character to live on. With an eye for the midcentury modern, this brand was created to communicate process, circular economy, and a human-based desire for beauty in the everyday.
Background
Rescue Vintage is the brainchild of Matt and Natassja, two thoughtful creatives with a deep appreciation for quality furniture and a commitment to a more sustainable future. Nearly entirely self-taught, they started this business in a 490 sq. ft. apartment in Seattle–their workspace has seen many iterations since then but their commitment to the craft has never wavered. They see themselves as stewards for midcentury modern beauty and continue to breathe new life into furniture rescues while practicing patience, precision, and leaning on other seasoned craftspeople when needed.
Process
Their craftsmanship and output speaks for itself but what was missing in the brand was their commitment to the process. Midcentury modern furniture is the product of slow production and craftsmanship that are sorely missed in our day and age — the Rescue Vintage approach reflects this discipline and deference. I set out to create an identity that articulates this process from idea through production to final product. The result is a flexible system that’s a nod to midcentury modern sensibilities, the power of the circular economy, and an appreciation for a slower, more thoughtful way of life.
