How we modernized a 70 year family legacy into a custom fabrication studio with a CMS digital showroom.
Donahue’s Furniture carries a deep family legacy dating back to 1942, spanning three generations as a traditional retail furniture business. The new goal was to pivot away from a retail store model and completely reposition the company as a premium, custom woodworking studio specializing in raw materials like wood, concrete, and epoxy. The hurdle was shedding the conventional showroom look to build a brand identity that felt rugged, craft led, and masculine, while remaining refined enough to appeal to high end interior designers.
We rebuilt the brand from the ground up to clearly reflect their transition from retail to pure craftsmanship. We introduced a rugged visual direction using a dark, material led palette inspired by wood, metal, and concrete to mirror their actual production process. Moving away from typical retail aesthetics, we crafted an industrial, design forward identity system. To bring their work online, we built a custom Webflow CMS portfolio that lets them drop in new custom pieces in real time as the studio creates them.