woodstock had used the same wood-shaving tool as its icon for years — the instrument doing the talking, not the material — while 300 million people entered india's middle class and started building homes woodstock's 100,000-laminates-a-month capacity was racing to keep pace with. we looked past the tool to the wood pattern it exposes, and made that the logo instead. the rebrand took a month. beyond the identity: a full factory and facility makeover, and an ad film built around the same wood pattern the mark was drawn from. the sample books it produced reached more than 2,000 stores that had never carried the brand before.