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Museum quality furniture built for living

The Northwest Woodworkers Gallery is a unique collective of artist-owners, representing many of the finest wood furniture makers in the Northwest. Each piece represents hundreds of hours of labor and is priced accordingly. To survive the gallery had to stop competing with furniture stores and present their work as art.

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Selling art through word-of-mouth

To help position the furniture as art, Rupert suggested the gallery produce an annual each year, featuring their work photographed in clients’ homes. This “coffee table book” approach simultaneously frames their customers as patrons of the arts, as well as providing a powerful word-of-mouth sales tool.

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Consistently eclectic and elegant

Consisting of 40 artists, each with their own unique style, scattered throughout the Pacific Northwest, the gallery needed a consistent look and feel, without losing the individuality of the artists and their work. Rupert developed an easily repeatable photography style and put more emphasis on the artists behind the work.