Brand & identity
Johnston & Rhodes
Working draft · For review
Summary
Recovering the value of a heritage bluestone brand and giving it a modern trade presence.
Story
The context
Johnston & Rhodes had been producing Catskills bluestone since 1900. Its reputation and Elk Brook name carried recognition, but its identity and digital presence did not express the operation’s standards or future ambition.
My role
I was the sole designer and strategic and creative lead for the transformation. I directed web development, photography, production vendors, trademark coordination, and the initial system handed to marketing. The owner retained final strategic approval.
The approach
I recovered an older logo imprint and modernized it without discarding its recognition. I built an identity and messaging system, researched the history, interviewed employees, and translated the mill experience into a new website, catalogs, trade materials, operational documents, and dealer support. The audience shifted toward architects, dealers, installers, and specifiers as the strategy sharpened.
The outcome
The website launched in late 2025. The work also supported the Elk Brook Authorized Dealer Program and federal registrations for Elk Brook Bluestone and the elk logo in March 2026. I continue to steward the brand and sales materials. Dealer revenue and purchasing-account totals are business context, not proof of sales caused by design.