About the Brand:
All-Star Woodworking is a New York-based custom cabinetry and woodworking studio with nearly five decades of legacy behind it. Founded in 1978 by Mauro Scopino, the company began with a simple vision: build cabinetry that turns houses into homes. That commitment to quality, precision, and hand craftsmanship still defines ASW today. In almost fifty years, the business has expanded its leadership only once prior to 2025. That continuity speaks to stability, discipline, and a deep respect for the craft. ASW does not build for trends. It builds for permanence.
The Challenge
All-Star Woodworking was ready for a deliberate shift. For decades, ASW built its reputation on high quality custom cabinetry, primarily in kitchens and traditional residential spaces. The craftsmanship was strong, but the brand perception felt tied to an older demographic and a narrower market. The goal was expansion.
ASW wanted to attract younger professionals, 25 and up, who are investing in design-forward living spaces. At the same time, the company aimed to move beyond kitchens and into lounges, bars, and hospitality environments where atmosphere matters. The challenge was simple. Modernize the perception without losing the heritage and hand built craftsmanship that defines the brand.
Our Approach
We did not erase the past. We honored it. All-Star Woodworking is built on true hand craftsmanship, and that authenticity sets it apart in a market crowded with mass produced work. Our role was to modernize the identity without losing that foundation.
We evolved the logomark into something bold, structured, and culturally aware while preserving its integrity. It was designed to live beyond proposals and stationery, on merchandise, apparel, and trade show materials. The goal was an iconic mark with presence. Less contractor, more brand people recognize.
The visual system reinforces that shift. Strong typography, restrained color choices, and confident layouts position ASW within hip living and design-driven social spaces that spark excitement, while keeping craftsmanship at the center.
Scope and Key Deliverables
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Brand discovery and strategic positioning
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Logo and custom wordmark
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Color and typography system
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Executive-ready brand guidelines
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Digital assets for marketing
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Visual direction for future expansion
The End Result:
The transformation was not cosmetic. It reshaped perception. All-Star Woodworking has seen a measurable shift in engagement, with conversations moving beyond transactional cabinetry into larger, design driven collaborations. Architects and designers are approaching the brand with clearer alignment and higher expectations.
The rebrand has strengthened ASW’s ability to command premium pricing by communicating precision and intention before a project is even discussed. Internally and externally, the brand now reflects both its heritage and its ambition. It connects with younger professionals without losing long standing clients. ASW is no longer defined by kitchens alone. It is becoming known for craft, atmosphere, and cultural presence.
Primary Logo
Logo Mark
