Project
Sons & Brothers
- Brand
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- Web
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- Photo
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- Strategy
Sons & Brothers is changing the game when it comes to quality cabinetry. What started as a small business out of one man’s garage has grown into a family of craftsman that work together to produce high quality
woodworks for homes across the southeast. Owned and operated out of Gallatin, TN, Sons & Brothers began with two best friends and their sons, then grew into a larger team comprised largely of family and close friends.
Originally called Cabinets by Shane, the Sons & Brothers team came to me seeking a full rebrand and digital strategy overhaul. I worked hand-in-hand with the owners to understand the ins-and-outs of the business, its culture, and its unique value proposition. Together we chose a new name and brand identity that highlighted the unique craftsmanship they offer, their commitment to quality, and the strong bonds of their team. I then captured their work product with photography, wrapped it all together with a hand-built custom website, and helped launch a new digital marketing campaign.
The first step to creating the Sons & Brother brand was understanding the identity and foundational pillars that made the company unique. The founders shared with me their emphasis on a familial spirit at the company, love of workwear brands like Carhartt, and desire for a timeless, even elegant, heritage feel. Using these parameters, I created a logotype and logomark to meet these goals—familial with a crest and monogram, workwear inspired with crossed tools, and a heritage aesthetic when paired with a classically broad serif typeface.
The primary goal in creating the website was to establish credibility and display a portfolio of work for potential clients. Given the company’s clients are split between 50% contractors who build spec houses and 50% homeowners, we had to tow the line between impressing both audiences. We decided to place emphasis on three things: 1) the fully custom experience that customers receive, 2) the quality of Sons & Brothers’ work, and 3) the elegance and timeless design of their cabinetry.
This in mind, the website aimed to funnel users toward the gallery to fully understand the level of work Sons & Brother’s offers, while copy stressed that the company offers a fully custom process from top to bottom—distinguishing it from prefacbricated box cabinetry businesses.
Lastly, I worked with the Sons & Brothers team to update their photography, with images that focused on the craftsmanship of their work and warmer tones that expressed a homey feel mimicing the natural hues of wood. I traveled across the southeast to finished and near-finished homes to capture the beauty of Sons & Brothers work and lend creedance to the promise behind their brand.