Digifabshop
How to Unify Brand + Culture

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Scope
Brand Management
Company Culture
Content Creation
Graphic Design
Photography
Social Media
Website Design

Team
The Digifab Team
Miquel Rigamonti
Moonfarmer
Sam Logan
Samuel B. Thorne
Walter Hergt

Digifabshop is a high-end custom fabrication company specializing in interiors, buildings, and art. When I was hired as a Brand + Culture Strategist, the business was entering a period of expansion and change. During these transitions, I helped shape how the company’s mission, values, and identity were expressed internally and externally. I produced a full suite of materials to celebrate and communicate Digifab’s capabilities to prospects and the team. I also led on numerous culture and engagement initiatives. The opportunity to do this work showed me, first-hand, the power of being clear about what behaviors and beliefs are important within an organization.

Knolled illustration of an employee onboarding kit.

Employee Onboarding

All new hires received a custom-branded milk crate packed with everything they needed to feel part of the team from day 1: five Digifab shirts (one for each day of the week), a matching hat, tape measure, grid paper, basic tools, and even a Digifab minifigure. Beyond the physical welcome, learning and seeing the mission and core values in action were built into the employee’s first weeks on the job.

A Website to Explore Making

I led UX/UI design for a new website that functioned less like a search query and more like an experience of discovering connections across clients, materials, fabrication concepts, and geography.

Development by Moonfarmer (Kingston, NY)

The Explorer

In the explorer view, you select tags to refine the image gallery results. The map itself is also interactive: zooming in or out dynamically adjusts image results while showing where Digifabshop has shipped products across the country.

The Team Page

There is minimal text and just two main sections: “Explore” and “Team.” The team page combines staff headshots with an aggregated feed of Digifabshop's social content, helping employees see what their company is posting while creatively showcasing the names and faces of a growing team.

Custom Shirts, Posters, Pins

Each year, we created a custom shirt and poster to accompany the booklet series. The posters were displayed in the workshop, and the shirts were given to employees and VIP clients. I developed the concept for each piece, hired and directed the illustrators, and managed all production with our print vendors to ensure consistent quality across the annual collection. We also created enamel pins as functional gifts that communicated Digifab’s exploration of building methodologies from the past.

Photography

One of Digifab’s core values is to celebrate the beauty and detail in any object or material. Through photography, I built on a visual language of tight crops, repeating patterns, surface textures, and the seemingly small but important decisions that defined exceptional fabrication at the company.

Lookbooks

An annual square lookbook created for Digifabshop’s VIP clients, featuring curated detail photography from across our fabrication work. Each edition held a consistent scale while introducing a new binding and design direction.

Engagement + Culture

A Brand + Culture Strategist sits outside HR because the role isn’t about policies, it’s about programs that shape meaning, behaviors, and the lived experience of the brand. The job is to connect mission and values to the actions and rituals that happen in the organization. When successful, employees are able to embody the brand on their own terms. This results in stronger engagement, camaraderie, and alignment.