My Story

The story of Joe Rocco Designs starts with a curious kid from New Jersey in his father’s garage. Growing up I always had a passion for making things. Whether it be a wooden go cart, contraption, or tree house, I was always working on something.

My passion for design and fabrication took a big step when I was accepted into the University of Cincinnati’s prestigious Industrial Design school. My education was structured around the “Co-Op” program. This is a fancy way to say that I did 5 four-month long internships where I worked alongside designers, engineers and craftsmen.

Every experience opened my eyes to something new and laid the groundwork for what I do and who I am today. I took a lead role in the University’s wood shop by helping to build out shop infrastructure and serve as safety instructor and advisor to new students.  As an Industrial Designer, I learned how to design eye-catching corrugated cardboard packaging displays for cosmetics . In San Francisco, I helped create experiential exhibits for large-scale events. Then my career as a woodworker took a big leap when I moved to a remote forest in Upstate New York to work for Bald Mountain Rustics.  It was here that I learned the inner workings of hand crafting custom rustic furniture.

While working in the Adirondacks, I studied the ergonomics & structure of chairs, decorative edge & seat carving, and techniques for bringing the inspirational beauty of trees into your home.

In 2021, I brought my skills and experience to Tahoe Slab Furniture in Northern California where I spend part of my time working with a small team doing fabrication, design, and sales. This has given me the opportunity to grow a business of my own by crafting one-of-a-kind furniture and home goods out of a local makers space.

The passion for making that I discovered as a kid in my father’s garage shines through in my work today. I strive to uncover the natural beauty in each piece I create.

Celebrating the life of trees through art and design.