ART DIRECTOR & DESIGNER
CNC Cabinetry
BRAND IDENTITY
Reimagining a
35 year old brand.
CNC Cabinetry has long been committed to making beautiful cabinetry accessible to a wide range of customers. CNC Cabinetry evolved from a product-focused portfolio into a cohesive brand system designed to better distinguish its four cabinet lines. The project established a unified visual framework for the parent brand while giving each collection its own identity, voice, and positioning.
As art director and designer, I developed the visual identities and extended the system across marketing literature, advertising, and social media, creating a more consistent and recognizable brand experience.
For 35 years, CNC Cabinetry has always been committed to making beautiful kitchen cabinetry accessible to a wide range of customers. The goal was to evolve the brand architecture from a collection of individual product names into a cohesive family of sub-brands, each with its own identity, voice, and positioning, united by the strength of the core CNC brand.
By establishing distinct visual identities and messaging for each collection, the system clarifies differences in style, price point, and features while creating opportunities for more targeted, impactful marketing. The result is a more cohesive brand experience that helps customers navigate the collections and empowers dealers to communicate value and guide purchasing decisions with greater confidence.
