Bell Cabinetry & Design

formerly Bell Kitchen & Bath Studios
lead identity designer
print & web design lead

concept & art direction—brand photography & videography
Bell is a third-generation cabinetmaking company. They continue to hand-craft traditional cabinets, but recently added a German manufacturing system to expand their capabilities. We created an identity to compliment this signature, “southern modern” style.

Bell has three audiences: interior designers, builders and homeowners. To an interior designer, the brandmark may feel appropriately modern, like the sans serif logos of most european cabinetmakers. A builder probably recalls stencil labels on packing crates. A homeowner may see type reminiscent of her Vogue mastheads. We intended all three.

The brand lockup above is brought to life in the website menu animation.

Site Concept
Unlike competitors, Bell’s cabinetry is designed, built and installed in-house. In the showroom, windows reveal a factory floor below where craftsmen and machinery construct the cabinets. The site mimics this experience with its own “windows” that peel back the curtain to the cabinetmaking process. A textured film reel documents the behind-the-scenes, while the forefront of the site remains as polished and precise as the finished product. 

To further differentiate the brand, we directed shoots to achieve a signature photo style. Bell’s photography feels warm and well-lived. Kitchens, baths and mudrooms are central arteries to the home, so we styled scenes to either incorporate daily moments, or to insinuate that someone has just exited the frame. We experimented with styled vignettes and motion blurs to create scenes far removed from the cold, lifeless portfolios of Bell’s competitors.

Designed at Matchstic, © 2017

Identity Design & Art Direction: Brit Blankenship
Writer & Strategist: Danielle DePiper
Print & Web Design Lead: Brit Blankenship
Web Design: Courtney Perets
Web Copy: Jinah Kim
Photographer: Rustic White
Videographer: Mary Claire Stewart