Frank Miller Business Card of Daniel Hackett

The softer side of hardwoods

Frank Miller Lumber (that’s what they used to be called) was poised for growth, but outdated messages and an old school identity were inhibiting their efforts to reach their most critical target — the architect. A detailed assessment of their target audience and fresh perspective on their true competitors and peers, luxury building material providers, provided the inspiration for a uniquely elegant visual identity, not to mention a new go-to-market brand name — Frank Miller Quartersawn Hardwood. Their refreshed market image has left traditional competitors in the sawdust.

Frank Miller Large Logo

Frank Miller Brand Essence

Frank Miller American Hardwoods Brochure

Frank Miller Website Tablet View

Frank Miller Website Multiple Device Renderings

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