Jon Schafer is a designer, art director and illustrator working under the moniker Why, Hello There.

Classic Ben

As a kid, Ben Leonard grew up exploring the lush, evergreen forests of southeastern Oregon. Now living in Portland, Ben is a seasoned multidisciplinary designer, woodworker, and fabricator. To name his fledgling business we chose Classic Ben; which conveys Ben's timeless, minimalist design sensibility, but remains general enough for a flexible range of product applications. Many of the visual cues we created for Classic Ben's identity refer back to Ben's lifelong love of the outdoors, as well as the precision, craft, and utility of his work.

Art Direction
Light Coding
Photography, Brian Lee
Copywriting, Lael Tyler
The tree was a nod to the iconic Oregon state tree, the Doug fir, framed around a woodworker's square, a tool used to measure precise angles.
An off-the-shelf Squarespace theme was lightly altered to marry up with the rest of the collateral and branding.