CBI Group had built a reputation for delivering personalized, culture-first office solutions across the U.S. But with exponential growth and a diverse, modern clientele—from startups to Fortune 500s—the brand no longer reflected the sophistication or scale of their offering. The company needed an identity that matched its ambition and honored its heritage, while setting the stage for the next era of expansion.
How do you rebrand a company with deep client relationships, a rich legacy, and a name recognized across decades—without losing the trust that got you there? The new brand needed to feel both familiar and future-ready, while clearly communicating their differentiator: a culture-driven approach to workspace transformation, backed by an integrated manufacturer-direct supply chain. And it had to stand apart in a highly competitive industry, going toe-to-toe with larger national and international players.
We began with a comprehensive discovery phase, diving deep into CultureSpace’s operations, team, audience, and competitors. Our research uncovered strategic whitespace—an opportunity to own a new position in the market by aligning the brand around the concept of culture-first design.
With this insight, we led CultureSpace through our proven branding process, including:
Brand Strategy & Naming
We worked closely with the founding team to develop a naming system and brand platform centered on the idea that space shapes culture. "CultureSpace" emerged as the clear expression of their mission: to design workspaces that reflect and reinforce the values, goals, and energy of the people who use them.
Visual Identity System
A refined, modern identity system brought together warmth, clarity, and professional polish. From logo to type, color, and collateral, the system was designed to scale across showrooms, trucks, packaging, and touchpoints.
Website UX/UI Design
The new website wasn’t just a facelift—it was a strategic platform. We aligned the user experience with the brand essence, mapping furniture categories to cultural drivers. The result is a tool that helps businesses select furniture based not just on utility, but on the kind of culture they aspire to build—whether collaborative, innovative, focused, or flexible.
Rollout Strategy & Collaboration
With a skilled internal marketing team already in place, we worked as strategic partners—providing them with everything from messaging frameworks to identity guidelines to UI designs. Their team quickly and effectively expanded on the foundation we laid, activating the brand across showrooms, campaigns, and communications with speed and consistency.
The CultureSpace rebrand resulted in a cohesive and forward-looking identity system, a meaningful name, and a robust digital platform—all grounded in strategy:
Strategic Positioning
Clear differentiation in a crowded market, giving CultureSpace a brand presence on par with much larger competitors.
Brand-Driven UX
A website experience that connects the dots between business culture and the environments that support it—positioning CultureSpace not just as a furniture provider, but a partner in transformation.
Empowered Execution
A collaborative rollout with their internal marketing team ensured rapid activation, with our strategy and design work serving as a foundation for ongoing brand expression.
Insight-Led Strategy
Deep discovery led to a positioning that redefined how workspace design can be marketed—as a driver of culture, not just functionality.
Designed for Growth
The new name, identity, and digital experience are built to scale alongside the company’s continued national expansion.
Collaborative Rollout
A trusted partnership between agency and client ensured that the rebrand launched smoothly—and landed with impact.
