You may have noticed that we overhauled our website, got a new name and a new look! It took a lot of brainstorming and careful thought, but thanks to help from a local graphic designer (http://www.kaskgraphics.com/kask/home/) we think that the result is a major improvement!
For the name, we tried to come up with something snappy, in three syllables, that represented what we do: we saw lumber into strips, bend it, then twist it…. Sure, we also glue it and clamp it and sand it and finish it, but we thought the most descriptive words were: saw, bend, twist - also I really liked the word twist for some reason.
For the logo, I looked around my shop and tried to think of my favorite tool. I’ve got a lot of old, cool tools that have been passed down to me from grandparents and father’s in law, but by far the coolest is an old mitre saw that I “permanently borrowed” from my dad. I love using that saw and it is so well designed and functional that I rarely have the need for its more modern electric cousin. That saw is really emblematic of how all of this started and the practical constraints of building things in a very small space.
Admittedly, I have no clue of how to build a brand, but feel really good about what we have created and look forward to see how it is received.