One of the things we love most about designing a new or rebranded identity is the power it has to help our clients reach their full potential. We wholeheartedly believe, branding is transformative and empowering when built with strategy + creativity.

Introducing Silverbirch Cabinetry | Millwork, formerly Silverbirch Woodworks, a client-focused aspirational brand that connects with aesthetically-minded individuals who appreciate design, superior craftsmanship and value quality custom made products. SILVERBIRCH epitomizes sophistication to create an experience that merges beauty and function, delivering pride through transformation.

We thrive on collaboration, so it helps when we work with inspiring people who are passionate about what they do, just like us!

We were delighted with the results of SILVERBIRCH’s rebrand. To give you the full story, here’s a behind-the-brand look at the complete process of how the branding was developed.


Since clients know their business best, they have a valuable role to play in the design process. The initial step includes the completion of a discovery consultation questionnaire, so we can get to know the business inside and out, before beginning the strategy and design development.

The SILVERBIRCH team reached out to us, recognizing the need for an elevated brand strategy as they had recently undergone some restructuring and wanted to step out with a tailored identity to secure their dream clients and make a profound mark within the cabinetry industry.


Our branding approach is built by combining strategy + creativity. We listen first and then learn what makes our clients idiomatic, diving deeply into their industry, studying the challenges and nuances of how companies in their sector grow. We learn about their competition, research what makes them ambitious and how we can build a strategy that stands out. In the end, we use all this information to curate and carefully blend together our client's strengths and what makes the business outstanding.

Next, we create a written brand strategy to define how we communicate the proposed vision. This forms the creative brief and guidelines to refer to when the concept design begins.

Within SILVERBIRCH’s discovery questionnaire, we asked for a selection of adjectives that they felt best described the brand. The team answered with the following:

  • Luxurious

  • Youthful

  • Proud

  • Reliable

  • Sophisticated

  • Strong

  • Precise

  • Tailormade

Together with our industry and competition research, these words informed the strategy for the SILVERBIRCH rebrand.

Next, the mood board and colour palette (shown below) was curated to visually convey the feeling described in the brand strategy. The mood board sets the tone of the proposed brand identity and very importantly, ensures our thoughts run parallel with the client. We must be in agreement on visual direction before proceeding to the concept stage.

The strategy aimed to reposition SILVERBIRCH as an aspirational brand that was more client-focused, connecting with aesthetically-minded people who appreciate design, superior craftsmanship and value quality custom made products. Epitomizing sophistication with a strong presence of negative space, the branding strived to create an experience that merged beauty and function. High-end and distinctive, yet down-to-earth and approachable, SILVERBIRCH believed in dream living spaces are conceived in the imagination and brought to life by great design. As a result, the handcrafted custom millwork is unique as the individual (client) and a reflection of limitless creativity. The ‘Designed with Intention, Built with Purpose,’ narrative personified the goal of delivering pride through transformation.

Dedicated to quality and inspired by innovation, we felt SILVERBIRCH, was more than just cabinetry. We wanted to bring their clients and community together, connecting homeowners with ideas and the people who would make their vision a reality. The simplified process with seamless end-to-end service would ingrain confidence and trust, every step of the way. The objective remained steadfast, design and build custom wood products that achieve top-shelf quality and value for the hub of the home.

The overall style direction reinforced the emphasis on luxury, experience and integrity with a sleek and pristine feel. Paralleling the traditions of corporate design, the prominence of cool, neutral tones and clean lines convey a strong and bold aesthetic. The universal principle that guides both interior and identity design, less is more, was achieved, through focusing on flexibility and a thoughtful reduction of elements to reach simplicity. This contemporary ideology offered a great amount of versatility to garner a lasting appeal.

The distinct refinements to the palette with proven shape theory and in conjunction with bold typography presented a stylish, modern and luxury-driven direction for the SILVERBIRCH rebrand.

Colour is used to transform identities into a subconscious emotional experience by instantly stimulating expectations, often infusing trust and connecting the brand’s mission with its market purpose.

The proposed palette was a classic base of black and white with champagne, silver and hints of blue-grey. The colours visually position SILVERBIRCH as a high-quality aspirational brand that is both modern and timeless.

Graphite (Black): Authoritative and powerful, black carries a professional and sophisticated vibe. It affects the mind and body by helping to boost confidence and increase the sense of potential and possibility. Black represents strength and elegance, a force to be reckoned with, directly linking to SILVERBIRCH’s drive and tenacity providing a reliable and rewarding client experience.

Dovetail (White): Signifying simplicity, cleanliness and virtue, white evokes feelings of renewal, bringing about calmness, comfort and perfection. It gives life a sense of order and symbolizes a transformative fresh start.

Champagne (Pale Gold): Standing for prestige, success and prosperity, the pale goldish tint has the softness of white with sandy undertones, that sets a relaxed style of understated elegance. Champagne inspires confidence and adds warmth with its inherent optimism and knowledge. The hue is described as genuine, dependable and authentic, equalling the motivations of the SILVERBIRCH brand.

Slate (Blue-Grey): A blend of blue and grey in both actuality and colour psychology, Slate represents a fresh and calming brand, one that is timeliness with an air of sophistication. Blue-grey is efficient, credible, professional and elegant. The bluish undertones represent loyalty and reliability, instilling confidence and inspiring feelings of integrity and responsibility; all integral attributes of the brand. While the grey facet encourages helpfulness and represents a harmonious union with black and white.

Silver (Matte Metallic): Associates with wealth and prestige, silver has a similar energy to grey, however more light-hearted and optimistic. Perceived as sleek and refined, it carries immense authority. Silver encourages better communication and confident articulation. The metallic is described as respectable, responsible, patient and determined. Best of all, it has the ability to be both classic and modern, as well as serious and youthful.

Shapes, both geometric and abstract, play important roles in the development of an identity. It’s often the most innovative approaches that happen in the background that gives a brand a layered and deeper meaning.

The inclusion of circles signifies completion, wholeness and perfection. The squares and rectangles are synonymous with practicality, balance and trustworthiness. Since excellence and reliability are central to the SILVERBIRCH brand adjective this made each shape an ideal fit. The triangles suggest masculinity, strength and growth. Leadership, powerful, and brimming with strong edges, together with SILVERBIRCH, they inspire improvement, focus and represent action. The triangles speak specifically to the progressive approaches of crafting customized designs that provide effective and result-oriented space solutions with a full-service experience. The inclusion of vertical lines communicates commitment, power and progress aligning with the grandeur and ingenuity of the brand.

Photography would be an important element in conveying the lifestyle aspect of the SILVERBIRCH brand. The directive was imaging must be of the highest quality taken by a professional photographer, to encapsulate a warmer, rich feeling, the use of indirect daylight (or a simulation thereof) should be implemented when documenting completed projects. Incorporating people in a candid way would be paramount to the effectiveness of the visuals. The subjects should radiate relaxed happiness and satisfaction to reflect the elevated feeling that comes with a SILVERBIRCH reinvention.

Similarly to how colour and shape theory impact the development of an identity, so does the use of typography. The varying san serif weights presented, connect with the modern aesthetic. The predominantly straight-edged type is strong and linear, imparting notions of strength, professionalism and efficiency, all characteristics of the brand ethos.

Looking to the future, we felt this proposed direction would grant SILVERBIRCH strategic opportunities to transform interior spaces that reflect individuality, aspirations and personal style. The consistency across all their messaging and defined goals would develop brand recognition with their audience -- people who value quality custom products and choice. Moreover, the tailored appeal garners the brand a gateway to making strategic partnerships with coveted interior designers and luxury home builders, framing the business for continued growth and success.


After defining the visual brand direction, it was time to begin developing the logo concepts – our favourite part of the process! Our strengths lie in creating brand identities that translate our clients' vision and bring their message to life in a visual way.

The greatest challenge of creating a brand identity is incorporating several aspects into the design while still keeping it simple.

We had several considerations in mind during this stage, including:

  • Creating an aspirational brand that is more client-focused

  • Keeping the design versatile and functional

  • Encapsulating the business philosophies

As always we start by using pencil and paper to brainstorm visual ideas. From there the ideas with the most potential are refined.

Since design is subjective, we provide clients with a choice, by presenting two (2) different concepts that we confidently believe answer the directive.

However, an identity is more than just a logo; it’s a complete visual system that should add depth and personality To the brand. This structure gives our clients the confidence to implement and grow.

As part of the concept presentation, we also deliver a brand storyboard that includes the other design elements needed to complete the visual identity— secondary logo, submark, colour palette, typography, patterns and social signatures. In addition, digital in use renderings are developed to showcase how each concept could appear in real-life applications.

For both concepts, the subjective elements have been extracted to showcase the systematic approach used to create the monograms, with the aim to connect with the audience on a deeper level.

CONCEPT 1 - The Craftsmanship Pillar Monogram

This design concept is indicative of clean lines and square edges to portray SILVERBIRCH’s strength and precision rooted in efficiency and professionalism. Ingrained in the construction of the "S" monogram, lies a stacked U and C standing for the brand’s pillars of unparalleled craftsmanship and customer service. The tooled monogram creates a mark that radiates a high-end and distinctive style and does wonders for connecting the strong and bold aesthetic of the wordmark. The modified letterforms with notches and angles were forged to pay homage to solid wood material used to create the custom products. The predominantly cool palette with a classic base of black and white carries a sophisticated vibe, amplified by the mixing in of champagne, setting an understated elegance that depicts SILVERBIRCH as a genuine, dependable and authentic brand.

CONCEPT 2 - The Luxury Living Monogram

This design focuses on the contemporary, less is more ideology that offers a great amount of versatility to garner a lasting appeal. The structured “S” monogram is framed with rectangles and triangles to inspire improvement, focus and excellence. The arrows pointing upward and downward speak to SILVERBIRCH’s superior end-to-end service experience and the overall square shape depicts the progressive space solutions made possible through custom design. The san serif typography contrasts with its dynamic modulation of thick and thin strokes, keeping wordmark is purposefully precise. The harmonious blend of neutral colours emanates a modern feel with hints of silver representing SILVERBIRCH as a sleek and refined brand, one that is timeless with an air of superior luxury.

Both concepts were meaningful options. The SILVERBIRCH team felt that the concepts came together beautifully, which left them with a tough decision!


Since both concepts were appreciated, the client noted they had a hard time picking their favourite. In the end, we decided to move ahead with a hybrid of both, by pairing the typography from Concept 1 with the Monogram from Concept 2.

We nailed it, the mark was approved instantly. Due to our considered design approach, we usually have minimal design refinements, if any at all.

Next, we built out all the required print, digital and social collateral. To put it simply, this is the process of designing all the other items that will be needed to communicate and launch the brand identity.

For this new identity we created the following collateral:

  • Tailored Narrative

  • Website

  • Business Cards

  • Presentation Folder

  • Letterhead

  • Vehicle Wraps

  • Project Specification Form

  • Supplier List Card

  • Catalogue - coming soon!


Altogether, this process took 3 months. The client launch package includes a plethora of logo files for both print and web use; including all the brand elements, colour palette, patterns and typography (font files).

Thanks to the brand storyboard, the team understands how to use their new brand identity going forward.

We also provide a step-by-step web tutorial to enable clients to make simple updates whenever needed.

For all our brand identity clients, we offer ongoing design services to ensure that future projects align with the new branding.


THE TAKEAWAY When you invest in your brand, you're building a level of confidence within yourself, the business and your clients.

This project was a real success, not only does the brand look the part, the tailored visual identity, immediately enhances SILVERBIRCH’s mandate to design with intention and build with purpose.

Don’t just take our word for it. See what the team had to say:

"WOW! This came together beautifully, it was great to see the brand brought to life.” -- SILVERBIRCH Cabinetry | Millwork

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