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.
Masterbrand – Fieldstone & Starmark Rebrand
Challenge
Reintroducing Legacy Brands
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.
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.