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Selected Projects
An array of Masterbrand cabinets cabinets in various colors.

Masterbrand – Fieldstone & Starmark Rebrand
  • Masterbrand
  • Branding
A cityscape with a purple and pink gradient shape surrounding it. Text that reads "break through to new horizons" and a prompt that instructs you to "Wave to move forward."

Envu – Innovation Trade Show Experience
  • Envu
  • Branding
A women wearing bright colors and makeup with text in the background that reads: Enter the Cryptoverse.

CINQ by Coinstar
  • Coinstar
  • Branding
A Collage showing a ranchers and wildfire workers around a central "Share the Spark Project" wildfire-prevention logo that reads: "partnering for Wildfire prevention."

Envu – Share the Spark
  • Envu
  • Campaign
A traveler with a hat and backpack walking a scenic trail, shown through a smartphone frame displaying the Marriott Bonvoy search bar.

Marriott Bonvoy
  • Marriott
  • Digital
A sketch of a jockey riding a horse with central text that reads: "Channel Seedsman Ignite 2023"

Seedsman Ignite
  • Channel
  • Branding
Three cans of ArchCity Defenders’ beer labeled "Justice for Some," with a dark blue and red design.

Justice for Some
  • ArchCity Defenders
  • Campaign
A women walking hand in hand with her young child down a path leading to a city.

Envu – Global Brand Development
  • Envu
  • Branding
A flyer that read "Stay on top of root Health" and "Introducing Resilia. A first-of-its-kind solution to protect your roots." A golf ball is located in the top right corner over a pink and purple gradient background.

Resilia
  • Envu
  • Campaign
Two men from Channel in a field with large crop reviewing data on a tablet.

Channel Brand Campaign
  • Channel
  • Campaign

Masterbrand – Fieldstone & Starmark Rebrand

  • Masterbrand
  • Branding
An array of Masterbrand cabinets cabinets in various colors.

Challenge

Reintroducing Legacy Brands

Starmark® and Fieldstone® have long been recognized for their craftsmanship and timeless cabinetry design. However, their brand presence no longer reflected the premium quality and design-forward nature of their evolving product lines. To connect with today’s more discerning audiences, MasterBrand needed to relaunch both brands with a modern identity system that reflected their heritage while elevating them to a more premium position in the market.

Audience

From Overwhelmed to Inspired

Today’s designers and consumers face a landscape of overwhelming options, accelerated change, and rapidly shifting cultural influences — from technology to fashion. They seek clarity and sophistication, not noise. In parallel, a broader design trend of quiet luxury emphasizes timeless craftsmanship and understated elegance.

Starmark and Fieldstone needed to speak directly to designers who guide client choices and are looking for cabinetry brands that embody modern sophistication. The goal was to create an identity that cuts through complexity with simplicity and inspires confidence in both consumers and trade audiences.

Starmark Cabinetry
Fieldstone Cabinetry

Solution

Designing for a Premium Future

HLK created a unified yet flexible brand identity system for Starmark and Fieldstone, giving the two brands a cohesive foundation while allowing each its own expression. The elevated system included new logos, modern typography, refined iconography, photography, and motion-first elements that could adapt seamlessly across mediums.

To bring the refreshed identities to life, HLK produced brand essence and product videos that showcased craftsmanship and modern design, serving as cornerstone assets for launch and beyond. The result was a premium, design-forward system that reflects the brands’ true market position.

Results

Built to Inspire

The Starmark and Fieldstone rebrands launched in September, providing MasterBrand with a premium, cohesive identity that resonates with both designers and consumers. While quantitative results are forthcoming, the relaunch establishes a foundation for long-term growth and renewed relevance in the cabinetry market.

Why We Love It

This challenge was about breathing new life into two established brands. By modernizing their visual and verbal identities, we were able to highlight the enduring quality of Starmark and Fieldstone while positioning them to stand out in today’s design landscape.