Project
Reserve Cabinetry
- Brand
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- Web
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- Photo
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- Strategy
After working closely to rebrand and build a custom site for Sons & Brothers, their sister company Reserve Cabinetry saw my work and asked for me to do the same for them. Still in the early stages of growth, they sought a full rename, rebrand, custom website, and photography to elevate their brand. Focused on providing high-quality prefacbricated box cabinetry at an affordable price and with fast turnaround times, Reserve’s goal was to emphasize its offering as bringing simplicity to the customer.
Originally called Music City Cabinetry, we sought to elevate and differentiate the brand with the name “Reserve” as a nod to the reserve stock it maintains to keep its supply chain fast and efficient. Given that their market consisted primarily of middle income homeowners and larger multiunit developers, we aimed to use simplicity as their greatest strenght—going for a sort of “Apple of cabinets” approach. I then created a website focused on showcasing the company’s three tiers of products, and the variations available within those tiers, to make it easy for prospective clients to find what they want and reach out with a plan already in mind.
The brand process for Reserve started with understanding its core business model. They act as a distributer and installer of premade cabinetry, keeping the time to completion down by maintaining their own stock—or reserve—of cabinets. Because the company focused on a fast and easy process for homeowners and developers, “simplicity” became the key word for the brand. Playing off of this idea, we used white space to our advantage, while taking a modern-meets-classic approach with the serif logotype (designed by Klim Type Foundery) to elevate the brand.
The Reserve website followed the same approach as the brand—simple. Our main goal was to show users the lineup of cabinets the company offered so they could easily look to the website to see their options. Our secondary goal was to showcase a gallery of work for prospective clients to get an idea of Reserve’s end product.
Showcasing Reserve’s offerings required a somewhat intensive process of working with the founders, reading through catalogs, and distilling a wealth of information down into a clean set of options. From there, I photographed two cabinets—one stained and one painted—then altered the images to show every available option, including colors and door applications, and built a simple function allowing users to see each option. Our goal was to make the shopping process easy, so users could determine what they want and hit the ground running by the time they requested a quote.
To tie it all together, I worked with Reserve to give them a library of images, starting from zero. They had no photos at all of their finished product, limiting their ability to close sales. By the time we completed the project, they had a full portfolio of high-quality professionally shot images to point prospective clients to, lending credibility and helping grow the business.