FROM UNDERSTATED TO UNMISSABLE:

A Full-Scale Brand and Digital Transformation

CLIENT OVERVIEW

Rockwood Cabinetry is a premium, family-owned custom cabinetry company rooted in the Pacific Northwest since 1979.

Known for meticulous craftsmanship and timeless design, they specialize in high-end residential projects. While they originally served both commercial and residential clients, a 2010 rebrand refined their focus on upscale residential cabinetry—positioning them as a trusted partner to leading design firms, general contractors, and discerning homeowners.

The Brand Vision

Rockwood’s ambition is to lead the custom cabinetry industry in the greater Portland area—not just through exceptional craftsmanship but by becoming a thought leader in design, service, and innovation. Their mission is to set a new standard of excellence, transforming industry gaps into opportunities for elevated client experiences.

The Challenge

Despite a legacy of excellence, Rockwood lacked a defined brand identity, digital presence, and cohesive messaging. Their visual identity was outdated and failed to match the caliber of their work. Key challenges included:

  • No cohesive brand identity: Inconsistent visuals, outdated logo, no established typography or color palette

  • No digital presence: No website or active Google Business Profile, limiting visibility and client acquisition

  • Unclear messaging: Difficulty articulating their value to high-end clientele

  • Inactive Google Business Profile: Incomplete listing with no photos, description, or calls-to-action

We approached this transformation in five strategic phases—ensuring alignment from brand foundations to digital performance.

Phase 1: Discovery & Brand Strategy

We began with an in-depth discovery process, including interviews and strategy sessions with the owner. We explored Rockwood’s roots as a family-owned business, their dedication to craftsmanship, and their desire to be recognized as a leader in high-end cabinetry design. These insights laid the foundation for the transformation.

To better understand their position in the market, we researched luxury cabinetry brands in the Portland area. The biggest opportunity? To build a brand that looked and sounded as premium as the work they already delivered.

We clarified Rockwood’s key audiences:

  • Interior designers seeking a dependable partner

  • General contractors prioritizing precision and professionalism

  • Homeowners looking for heirloom-quality, custom cabinetry

With this clarity, we established four core brand pillars: Exquisite Craftsmanship, Collaborative Service, Innovative Design Solutions, and Enduring Beauty.

We then developed a brand positioning statement to reflect their authority and artistry:

"Rockwood Cabinetry is the authority in premium cabinetry design, trusted by Portland’s top designers and discerning homeowners for timeless craftsmanship and tailored expertise."

Phase 2: Visual Identity System

Our goal was to create a brand identity as refined and detail-driven as Rockwood’s work. Every element—from the logo to the color palette—was designed to reflect their premium craftsmanship and timeless aesthetic.

Logo Redesign

We introduced a custom RC monogram that nods to their previous branding while delivering a clean, modern feel. Paired with the tagline “Exquisite Cabinets, Inspired Lifestyles,” the logo communicates both artistry and aspiration.

Typography

  • Makota Bold for headlines: A modern serif with handcrafted flair

  • Futura for body copy: A timeless sans serif offering clarity and structure
    The pairing balances heritage with contemporary professionalism.

Color Palette

Inspired by the materials they use:

  • Charcoal: Strength and sophistication

  • Warm Oats: Soft, upscale, and inviting

  • Platinum: Clean and minimal to let their work shine

  • French Bistre: A nod to organic beauty and artisanal skill

Imagery Style

We recommended a moody, richly lit photo style that emphasizes texture and material—highlighting grain patterns, brushed metals, and elegant forms. This emotionally resonant style invites viewers to feel the craftsmanship, not just see it.

Phase 3: Messaging & Brand Voice

The objective was to establish a compelling, high-end brand voice that reflects Rockwood’s expertise and truly resonates with design-savvy audiences. This voice needed to capture the artistry and technical skill behind their work while also feeling approachable and collaborative.

The tone of voice was crafted to be inspiring, celebrating the craftsmanship and artistry of cabinetry. It is detailed, showcasing Rockwood’s technical mastery with clarity, yet always elegant—polished without ever feeling overdone. Collaboration is a key element, emphasizing partnership and attentive service throughout the client journey.

The brand keywords guiding this voice include: innovative, elegant, timeless, collaborative, tailored, and refined. These words helped shape all messaging across channels.

Key messaging pillars anchored Rockwood’s communications on both digital and print platforms. These include: Crafting confidence through design, Every cabinet tells a story, and Your vision, our legacy craftsmanship. Together, these messages elevate Rockwood beyond being just a product provider, positioning them as a true creative partner.

Exquisite Cabinets,

Inspired Lifestyles

Phase 4: Website & Analytics Strategy

The objective was to build a digital presence for Rockwood Cabinetry that is both beautiful and functional—designed to increase visibility, boost engagement, and drive conversions.

Before we began working together, Rockwood had no website or digital presence at all. There was no clear user journey, no calls to action (CTAs), and zero keyword visibility. The site wasn’t optimized for mobile devices, meaning they were missing important opportunities to convert high-intent searchers into clients.

We designed a fully custom website that serves as both a digital portfolio and an effective lead-generation tool. The site architecture and content strategy were carefully planned to guide visitors through their journey. The Home page establishes Rockwood’s positioning and brand tone. The About page shares the company’s values and origin story. Our Approach clearly breaks down their process. Our Work showcases a rich portfolio of projects through striking imagery. The FAQs page anticipates common client questions, while the Get in Touch page directs inquiries with minimal friction.

Key copy highlights include clear statements such as, “We serve influential design firms, high-end general contractors, and discerning homeowners,” and “Design dynamics: Crafting confidence through innovative solutions.”

Design-wise, the site features a clean, minimalist layout that is fully responsive and SEO-optimized. Strategic CTAs like “Start a Project” and “View Our Work” are placed thoughtfully to guide visitors toward taking action.

Phase 5: Google Business Profile Optimization

The goal was to create a digital presence for Rockwood that balances beauty and function—one designed to increase visibility, engage visitors, and convert them into clients.

Before our collaboration, Rockwood had no website or digital footprint. There was no defined user journey, no clear calls to action, and no keyword visibility in search engines. The absence of mobile optimization meant they were missing valuable chances to attract and convert high-intent visitors.

We developed a fully custom website that acts both as a portfolio showcasing their work and as a powerful lead-generation tool. The site’s architecture and content strategy were carefully structured to guide visitors seamlessly. The Home page establishes the brand’s tone and positioning. The About page shares the company’s values and origin story. The Our Approach page explains their process clearly. The Our Work section displays a portfolio rich with compelling imagery. The FAQs page anticipates common client questions, and the Get in Touch page facilitates easy inquiries with minimal friction.

Key messaging highlights include statements like, “We serve influential design firms, high-end general contractors, and discerning homeowners,” and “Design dynamics: Crafting confidence through innovative solutions.”

From a design perspective, the site features a clean, minimalist layout that is responsive across devices and optimized for SEO. Strategic calls to action—such as “Start a Project” and “View Our Work”—are thoughtfully placed to encourage visitors to take the next step.

Results (March 2024–June 2025)

Website Performance

2.9K

Total Visits

6.6K

Total Page Views

87%

Engagement Rate

824

Average Button Clicks Annually

Google My Business Performance

844

Visits from GMB (29.1% of site traffic!)

43

Verified Reviews and growing

#1

Local Ranking for cabinetry-related searches in Oregon

Qualitative Wins

The response to the rebrand was immediate and enthusiastic. The Rockwood team shared that the new identity “feels exactly like us—elevated, professional, and true to who we are.” The visual identity was applied across all touchpoints—from vehicles and uniforms to pitch decks—creating a unified, polished brand presence.

Longtime clients and new partners alike took notice, noting how the updated branding finally reflected the exceptional quality Rockwood had always delivered.

Quantitative Wins

Following the rebrand, Rockwood saw a clear increase in high-quality inquiries—especially from general contractors and interior designers. Their new identity signaled professionalism and trust at first glance, making them instantly recognizable in a crowded market.

Why This Matters for YOU

At the end of the day, Rockwood Cabinetry’s success isn’t just their story—it’s a clear example of what we can achieve together. We built a strategy that highlights their craftsmanship, crafted messaging that speaks to their discerning clients, and designed a seamless brand experience that drives growth. Now, we’re ready to bring that same level of precision and impact to your business.

What We Offer (AKA “Why You Should Work With Us”)

We know that every brand has a unique story and goals, especially when you’re delivering high-end craftsmanship like Rockwood Cabinetry. That’s why we tailor every strategy specifically to your business, ensuring your message truly connects with the right audience.

Our expertise goes beyond just design — we create content and messaging that not only looks beautiful but drives real engagement and growth. We help you build a loyal community of clients and partners who value your quality and vision.

But we don’t stop there. With ongoing analytics and optimization, we make sure your marketing keeps performing at its best, adapting to changes so you always stay ahead.

Finally, we support you in turning that engagement into sustainable revenue—whether through smart offers, digital tools, or partnerships—to help your business thrive long term.

Key Takeaways

  • Consistency builds trust and keeps your audience coming back.

  • Authenticity creates deeper connections and stronger engagement.

  • Using data to adapt your strategy ensures continued growth and success.

This is exactly how we helped Rockwood Cabinetry elevate their brand and accelerate growth—and it’s what we’re ready to do for you.