National Stone Products - Fabrication and supplier of stone materials
National Stone Products initially engaged me to redesign their logo, but through discovery I identified a larger opportunity to elevate the perception of the company beyond its functional role as a stone supplier and fabricator.
Rather than approaching the assignment as a standalone logo project, I expanded the engagement into the development of a comprehensive brand identity system rooted in the history and craftsmanship of masonry. Through research into traditional stonework, historical typography, and architectural references, I established a strategic narrative that connected the company's modern capabilities with the enduring legacy of the trade.
I led the creative direction for the visual identity, developing a flexible brand system that included a suite of logo variations, typography hierarchy, color strategy, graphic elements, and photography guidelines. Every component was designed to reinforce a more premium market position and appeal to homeowners and builders seeking high-quality, design-forward materials.
Beyond the identity itself, I demonstrated how the brand could scale across customer touchpoints, creating applications ranging from environmental graphics and vehicle branding to marketing collateral and digital assets. The result was a cohesive brand platform that provided the business with a stronger market presence, greater visual consistency, and a foundation for future growth.
