Will Do

Flat Out product range

Will Do is a vehicle for the incredible creativity of furniture and product designer Will Smith. He asked us to help him launch a new range of beautiful yet practical office products, each constructed flat-pack-style from sections of aeroplane plywood, slotted together by hand. Inspired by his unique concept and the stunning minimalist aesthetic of the products, we came up with the name, visual identity and packaging. The Flat Out range made its début at the Heal’s Modern Craft event in March 2014.

What we did

  • Brand strategy
  • Naming
  • Brand identity
  • Brand communications
  • Packaging
  • Creative direction

Who we collaborated with

Share this project

“After a creative workout with Baxter and Bailey I started to see the products from a totally different perspective.

They came up with a great name and made the products feel more tangible and ready for people to use, ahead of our launch at Heal’s.”

Will Smith,
Will Do


First limited edition run
sold out.

Next phase of product
development and expansion
of range in progress.

More like this