Brand Identity Design

Some things about a brand naturally change over time. Other things, such as your company’s values or the experience and quality your customers expect from you, remain steadfast.

No matter where you’ve been or where you are going in your brand narrative, Cassel Bear can bring your brand’s unchanging and evolving characteristics together in a unified way that’s clear, consistent, and compelling.


Brand Strategy & Architecture

In brand marketing, long-term success depends on developing a plan and organizing your portfolio of products and/or services. Before we ever talk about taglines or design elements, we want to help you develop a branding path that’s focused on your goals.


Brand Identity & Guidelines

Design has always been a sweet spot at Cassel Bear, located in Canton, Ohio. With a team dedicated to creative discovery and collaboration, we will work with you to find the right way to visually communicate your brand and bring cohesiveness to your brand guidelines.


Brand Messaging & Storytelling

Language and visuals are the two most powerful tools you can use to connect people with your brand. Let us help you craft meaningful messages and tell brand stories that evoke emotion and touch the audiences that matter to you.

We worked with Cassel Bear during our recent rebranding and website redesign projects. Karl and his team listened first and then provided thoughtful creative guidance. We wanted to maintain our strong reputation amongst current customers, built on years of trust, while also signaling a welcome to a new type of customer.

Phil Tieszen, Executive Director of Marketing at Keim Lumber


Next service:    Marketing

Branding Case Study


Rockwood chose Cassel Bear to help them rebrand, confident in our ability to guide them through a process that would keep their heritage in mind, bring internal and external cohesiveness to their portfolio of products, and garner the attention of modern architects and designers.

Logo Development

The traditional logo from the past (pictured below) was no longer reflective of who Rockwood has become as a client. Logo design is an inventive process. We explored a number of design directions before settling on the stylized R brand mark for Rockwood. The craft and design of the new letter mark logo reflect the unique design and expertise that are core to Rockwood.

Rockwood's old logo
Rockwood's old logo
Various Rockwood logos
Logo Explorations
Rockwood logo in color
Rockwood logo in white

Brand Development

We walked beside Rockwood as they examined their traditional processes through the lens of their target audiences, as well as contemporary marketing.

Rockwood brand colors
Rockwood deconstructed logo
Rockwood branded materials
Work by Rockwood


Rockwood’s business is divided into two distinct branches that serve unique markets – luxury wood doors and specialty wood components. Rockwood effectively tells its story on separate websites that distinguish each business while maintaining brand consistency.

Rockwood Doors  Rockwood Components

Rockwood websites
Vimeo Video Thumbnail
Rockwood mobile layouts
Rockwood tablet layout

Branded Materials

Ads and brochures feature beautiful product photography and deliver the message that Rockwood’s work truly stands out.

Rockwood brochure
Rockwood advertisement
Rockwood branded vehicle design
Rockwood table brand element
Rockwood branded apparel


With design that integrated the modest with the urbane, we helped Rockwood tell a complex brand story in a striking yet uncomplicated way.


Quarterly Site Visits


Site Engagement


Satisfied Client

Let’s make it happen.

No pressure, no pushy sales. Just a conversation about where you are today and where you would like to go.