do-it-yourselfers need not apply

project

McCabe Lumber Corporate Identity and Collateral

challenge

Craft a complete identity program in order to re-focus an established business.

results

McCabe Do-It-Center was a mom-and-pop hardware store on the outside, but a successful lumber supplier on the inside. The result of this ‘identity crisis’ was misdirected company resources: valuaable time and energy were spent on low impact do-it-yourselfers instead of the cream clientele–builders and trade professionals.

Graff Designs developed a new name that retains the firm’s valuable brand recognition (the McCabe name), and included a tag line that more accurately describes its products and services. Our team then addressed the challenge of designing a logo and corporate collateral that would define McCabe Lumber’s new focus. A bold logo that can be easily recognized and appropriately adapted to large-scale environmental graphics was incorporated into the building facade, signage, delivery trucks and retail packaging as well as all corporate collateral.