For thirty years, a red-boxed wordmark and a small monogram carried this name. They earned real recognition. But the product had evolved, the buyer experience had become more personal, and the mark was still dressed for an earlier chapter.

The task was delicate: evolve without erasing what three decades had built. We didn't look to other builders for the answer. We looked to the luxury houses that spent generations mastering restraint, and borrowed their discipline, not their category. The result is a refined serif wordmark, spaced to breathe and ordered for clarity: a next chapter, not a break from the past. So we let the box fall away. The name now stands large and unframed, its secondary line tracked out quietly beneath, the hierarchy clear at a glance.

From there, the mark became the seed of a full design system, built to answer a harder question: how do you scale a brand without sanding away what makes it yours? A pattern drawn from its own letterforms, paired with consistent treatments for every brand asset, gives the system room to flex across markets and mediums while staying distinctive and unmistakably itself. It carries the same voice from monument signage to packaging to the smallest screen, so each touchpoint feels like part of one story, and no piece could belong to anyone else.

The result reads as premium to a new audience and familiar to the loyal one. Not a break from the past, but the next page of it.

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“Karla and the Do You Convert team were the right partners for our brand refresh. They understood our industry, turned a clear business vision into an identity with real staying power, and brought candor and care to every decision. The result has earned public recognition and feels unmistakably like us.”

Hannah Worth, Director of Marketing