Studio
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 craftsmen that work together to produce high-quality
woodwork 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 & Brothers 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 strike a balance between appealing to contractors and appealing to homeowners. 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.
With this in mind, the website aimed to funnel users toward the gallery to fully understand the level of work Sons & Brothers offers, while copy stressed that the company offers a fully custom process from top to bottom – distinguishing it from prefabricated 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 mimicking 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 credence to the promise behind their brand.