A Modern Brand and Website to Match an Evolving Business

Canfield Interiors is known for delivering thoughtful interior environments to businesses, but their brand and website hadn’t kept pace with the evolution of their own business. As their offerings expanded and their audience grew, it was time for a refresh. After several years with the same brand look and feel, Canfield’s marketing materials needed new energy and dimension. While they had brand recognition in the community, their brand lacked depth of color, limiting its visual flexibility across different marketing channels. Meanwhile, their website no longer reflected the full scope of their services or their growing client base.

Because they serve a broader range of industries than they once did, Canfield Interiors needed a digital presence that clearly communicated that evolution while supporting their sales team and driving lead generation. Canfield came to Strategie to modernize their brand and build a website that would better reflect who they are today and where they’re headed.

We led Canfield through our proprietary branding process to reimagine their color palette and broaden their typography system, giving the brand more versatility and impact across both digital and print assets. This process played an important role in identifying the aspects of their original branding that needed to be preserved to maintain their brand recognition and those that would need adjustments to convey Canfield’s growth.

When it came to the website, function was as important as design. Our step-by-step process brought Canfield’s internal team, including members of their sales team into the project early and often. Together, we worked through wireframes, content planning, and final design decisions to ensure every key element was thoughtfully included. From visual consistency to lead capture functionality, every detail was considered.

When performing the brand refresh, subtly was key. Canfield Interiors had an existing and recognized name and branding, so it was crucial to not stray too far from the original branding. We simplified the name from “Canfield Business Interiors” to “Canfield Interiors” to reflect the more comprehensive services they now provide. Smaller adjustments like selecting a sophisticated and design-forward brand font worked to refine their brand aesthetic to match their work without stepping too far from the original brand. Expanding their color palette achieved a similar effect. Additionally, including a dark and muted medium blue provided them with more depth and variety when developing print and digital assets for the brand.

As Strategie designed the new website, we focused on clarity, simplicity, and intuitive navigation, helping users quickly find the information they needed and making it easy to reach out to Canfield’s team. We built a clean and modern website that showcases both their work and the human part of the work that they do, as forming client connections is a key piece of providing interior solutions that solve their clients problems. We also aligned the site with Canfield’s updated sales process, ensuring that lead flow would directly support their business development efforts. The added brand photos and detailed information on the website show what it is like to work with Canfield, making the design process feel less intimidating.

Canfield Interiors now has a brand identity that’s vibrant, flexible, and aligned with the future of their business. Their new website is mobile-friendly, easy to navigate, and built to support ongoing marketing efforts and sales goals. Most importantly, the new site tells a more accurate story of who Canfield is today—and where they can take their clients next.