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Yorktowne

Challenge / Objective

Cabinetworks Group has been crafting award-winning cabinetry for over a century. With a robust portfolio featuring 15 brands, it is now the largest privately held kitchen cabinet manufacturer in the U.S. When the company sought to refresh the identity of its Yorktowne line, it partnered with Phire Group. Together, we sought to elevate Yorktowne’s unique value proposition as a legacy brand while ensuring its relevance to today’s homeowners.

Solution

We put the direct spotlight on the Yorktowne promise:

  • Cabinetry crafted with legacy standards to provide modern functionality and enduring beauty
  • Flexibility to meet personal style and the needs of the home
  • Comfort and simplicity to streamline spaces and create everyday ease

In deep collaboration with the Yorktowne team, we shaped a compelling message and visual presentation that illuminated the unique beauty and style that the brand brings to all types of homes.

Result

Centering on a new tagline – Live-in Luxury – we captured the essence of all that Yorktowne offers. Warmth and ease at every turn. Comfort tailored to every homeowner. Convenience that you love to come back to. These attributes were the throughline for a full suite of refreshed media that included a video, brochure, brand guide, sell sheets, pitch deck, and more.

We wanted the brand experience to feel as intentional as the cabinetry itself—warm, refined, and designed for real life.

-Dawn Sinclair, Brand Manager at Cabinetworks

Centered text on a white background reads "BEFORE" above a blue serif logo that says "Yorktowne.Dark blue background with subtle floral patterns. The word "Yorktowne," centered in white, appears below the small word "After." Elegant and sophisticated design.
Bright, upscale kitchen with soft blue and natural wood cabinetry, white quartz countertops, a farmhouse sink, brass hardware, large windows, and a central island decorated with white flowers and a bowl of green apples. The text “Live-in Luxury.” appears over the image.Brand guide layout featuring luxury kitchen imagery, color palette samples, typography examples, logo applications, promotional merchandise, and brand standards for Yorktowne.
Elegant kitchen with sage green cabinetry, a stainless steel range, glossy tile backsplash, and the text “Live in Beauty. Live in Comfort. Live in Style.”A woman in a cozy kitchen drains steaming pasta in a colander, smiling warmly at a man beside her. The scene conveys a joyful, intimate moment.
A hand in a blue sleeve holds a dark textured book with the words "Live in Luxury" in white. The tone is elegant and minimalist.Collage of elegant bathroom cabinetry, soft textures, a person brushing hair, and decorative elements. Text reads “The embrace of a well-designed space” and “Storage Solutions.”
Smartphone displaying a social media post with an image of open kitchen drawers and text "Live-in Luxury." Captures elegance and modern design.
A catalog cover titled "Yorktowne" featuring a bright kitchen with light blue cabinetry, white countertops, large windows, and a cozy, elegant ambiance.Open magazine on a wooden table, displaying a close-up of a golden retriever on the left and a stylish kitchen with teal cabinets on the right. Warm, inviting tone.
Dark teal cabinet door on a wood surface, next to patterned fabric and a bowl of lemons. Yellow flowers are visible, adding a fresh contrast.
Watch on Vimeo: “Yorktowne Brand Video ”

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