At some point, most people outgrow their home. The kitchen that once worked perfectly is suddenly too small. The layout no longer fits the way your family lives. The house hasn’t become the wrong house. It just needs to catch up.
We know something about that, and not just as it relates to a remodel.
Custom Craft has grown a lot since our original logo was designed — more people, more projects, and a business that looks a lot different than it did when that first mark was drawn. It felt like time for our look to catch up, too.
The timing felt especially right with our new showroom coming to the property next door. Homeowners will have more room to look at materials in person, and our team will have more space to bring projects together in one place. Before the new sign goes up out front, we wanted to make sure everything bearing the Custom Craft name reflects who we are today.
So we partnered with the Bureau of Small Projects. And fittingly, they didn’t start with design.
They started with questions.
Their team talked with our people, looked at our work, and studied how other remodelers in the area present themselves. They wanted to understand how Custom Craft works before deciding how Custom Craft should look.
What they learned reaffirmed the values and approach that have long guided our work, and became the inspiration for a new look that feels distinctly ours.
We Design Around Function
For Custom Craft, good design starts with function. Before we start thinking about finishes and aesthetics, we think about how a space needs to work day to day — its layout, flow, and usability. We get curious about homeowners’ lives and routines, and the design grows from there. That approach caught the attention of Sunny Ryoo, the designer behind our new look.
As Sunny explored what that could look like, she kept coming back to how closely form and function are tied together in our work. That thinking eventually led to the two connected Cs in the new Custom Craft mark.
The new mark also tells a fuller story about Custom Craft. Our previous roofline logo naturally emphasized building and remodeling. But Custom Craft is a design-build firm, and much of the work that determines a remodel’s success happens before construction begins.
Planning, design, estimating, and construction are part of one coordinated process. The new identity gives us a way to represent Custom Craft without defining the company solely by the building part of what we do.
We Care About Craftsmanship
“Craft” is right there in our name, and it’s something we take seriously. It shows up in the finished work, of course, but also in the care and attention that go into a project along the way. In fact, craftsmanship and attention to detail were among the qualities the team identified as defining Custom Craft — and the same qualities clients consistently mention in their feedback.
Sunny wanted the new identity to reflect some of that careful, human character. Instead of rigid, perfect letters, she softened the shapes of the Cs and customized the typeface to give the finished mark a more handcrafted feel, while keeping it clean and polished.
We Think Long Term
There isn’t a single Custom Craft look. Our projects reflect the people who live in them, so we’re not wedded to one particular style or trend. Across our portfolio, you’ll see more of-the-moment choices mixed comfortably with elements that have been at home in living spaces for decades.
We love unexpected pairings like modern open shelving with classic cherry cabinetry, bold, patterned tile with traditional millwork, and statement lighting with familiar materials like subway tile and quartz. The combinations change from home to home because the goal isn’t to make every Custom Craft project recognizable as ours or tied to one moment in time. It’s to make each one right for the homeowner — for how they live now and how the home needs to serve them over time.
Sunny noticed that range when she looked through our portfolio, too. It helped reinforce the direction for the new identity: a look that could feel fresh without losing the timeless quality she envisioned for the Custom Craft brand.
A New Look That Feels Like Us
The new logo comes with a new color palette, too, with blue taking a prominent role alongside warm neutrals and touches of the deep red carried over from our previous identity.
As the new look makes its way across our website, emails, social channels, and eventually new showroom next door, we can’t wait to see it become part of Custom Craft. The change may be visual, but the inspiration came from something much deeper: the way we approach our work and the values that have shaped the company over the years.
A big thank you to the team at the Bureau of Small Projects for taking the time to get to know Custom Craft and bringing so much thought to every part of our new identity. We’re excited to finally share it with all of you!
