Path by Plywood

Services: Branding, Visual Identity, Naming and Messaging, Art Direction, Brand Style Guide, Animation + Motion Graphics, Print Design, SquareSpace Website Design + Build

A laptop sits open on a desk with the website designed for Path by Plywood People on the screen showing the branding and graphic design of the visual identity for the video curriculum and educational content series.

Path by Plywood is a 6-week, community-driven learning experience designed to help creatives, entrepreneurs, and activists find purpose-driven work. This digital curriculum features custom video content, eBooks, questions, and group discussions that help motivate the students to go from dreaming to doing. Plywood approached me to help name, develop core messaging, and design the visual identity system for the program.


The visuals – from logo to icons to the art direction on the motion graphics in the video titling – are all driven by a maze-like line that follows a path to create a complete image. The identity also features patterns of intersecting lines, shapes, and colors that abstractly represent community and following a set path.

Animated Path by Plywood People logo design and visual brand identity.
Together we create better tagline for Path by Plywood on a colorful background pattern accompanied by chasing concentric line art.
Circular stamp of Path by Plywood Together We Create better logo icon lockup on a colorful pink and blue background pattern.
Brand visual identity for Path by Plywood People by graphic designer Russell Shaw shown on an iPhone app homescreen in a user's hand.
Chasing line creates a maze that reveals the messaging together we create better inside the lines on a colorful background for Path by Plywood.
Path by Plywood People brand style guidelines and visual identity system shows the logo design, color palette, typography, graphic treatment and patterns, written and created by Russell Shaw.
Copywriting and core messages, typography and font choices, and color palette brand style guidelines for Path by Plywood People.
Brand style guidelines shows how to use the graphic design system of the line maze assets and elements and the patterns to use in the branding.

The unique, responsive website design takes the user through all of Path by Plywood’s features and provides enrollment portals for individuals and teams. I designed and built the experience on SquareSpace so that the Plywood team could take the reins after the launch.

path by plywood web design on laptop
The Path by Plywood People web design was created to be responsive and is shown working on a tablet and a mobile device.
Path by Plywood People web site design of the homepage and the upcoming groups registration page graphic design and brand identity.

A square newspaper was designed, printed and distributed to attendees at Plywood’s annual conference, Plywood Presents, as a promotion of the new digital curriculum. Cotton & Pine Creative handled the print production. A template notes page was also designed for note-taking during each section of the curriculum, as well as an eBook and printer-friendly template for each section’s long-form articles.

Path by Plywood People square newspaper promotional marketing collateral graphic design to promote the new app and educational video content series.
Full cover design front and back of promotional marketing newspaper for Path by Plywood branding and visual identity system.
Inside spread and editorial layout design of Path by Plywood People newspaper promotional marketing collateral.
Path by Plywood People note taking sheet for each chapter of the program.
Each chapter was also designed to have a printer friendly PDF of all of the content for Path by Plywood People.

The resulting brand identity is fresh and inviting. One of the biggest goals of branding a “curriculum” was making sure that it did not come across as boring. Instead, Path by Plywood presents itself as a new, innovative, and engaging way to learn.

“I only have good things to say about working with Russell. He created a strong identity for our newest project, Path by Plywood, that needed to blend well with the identity of our organization, Plywood People. He's extremely creative, and the process from start to finish is very clear. Working with Russell is working with the best.”

— Kayla Stagnaro, 
Producer, Path by Plywood

path by plywood on the app store
Main screen of the app design for Path by Plywood People shows the chapters and chapter progress for the user.
Chapter icons designed for Path by Plywood People include Potential of a Problem, Make the Project Personal, Attract People to the Purpose, From Clouds to Concrete, Progress on the Problem, and Sustain the Solution.

I worked with the video teams on titling and motion graphics packages for the curriculum's videos, from which a promotional trailer for the series was also cut.

The interview and keynote videos were shot, directed, and produced by RCR Video Marketing Group, and the story series videos were shot, directed, and produced by Anthony Althauser of Up & Up Films.



Client: Plywood People

Art Director, Designer: Russell Shaw

Production Designer: Ben Farnham

Creative Director: Jeff Shinabarger, Founder of Plywood People

Producer: Kayla Stagnaro

Producer’s Assistant: Brandon Carter

Interview and Keynote Videos: RCR Video Marketing Group (Raymond Wood)

Story Videos: Up & Up Films (Anthony Althauser)

Promotional Print Production: Cotton & Pine Creative (Special Thanks to Steven Lambert and Neil Weisenfeld)

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