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Archaeological studies of specialized craft production in hierarchies often highlight the crucial roles of prestige goods in ancient political economies. Yet elaborate crafted items are also produced and circulated widely in heterarchically-ordered societies, where powerful elites are absent. In this latter case, attributing crafting to the agency of elites — or to the demands of political economy — is unconvincing. This article investigates the alternative cultural logic underlying crafting in heterarchies, seeking to understand both the contexts of crafting and the nature of the ‘social projects’ in which artisans were engaged. Expectations for archaeological signatures of craft activity are developed and applied to a case study, drawing upon recent excavations in northwest Argentina. [ABSTRACT FROM PUBLISHER]