Our Approach

When you’ve been around since 1922, you learn the value of doing things with purpose. For Interstate, the goal of this rebrand wasn’t reinvention — it was evolution. A way to honor more than 100 years, while modernizing for today’s builders, architects, and design-conscious homeowners.

We began by asking a simple question: How do you evolve without losing who you are?

The answer: You stay rooted in your values — and design a brand that builds on them.

A Name with History (and Momentum)

To serve the next generation, the brand needed a name that could carry it forward. 
We worked closely with the Interstate team to transition from Interstate Lumber to simply Interstate — a subtle but strategic shift that reflects the company’s expanded role as more than a supplier. 

Today, Interstate is a strategic partner: trusted by professionals who demand expertise, reliability, and standout results. The new name reflects the depth of those relationships and the value of a brand that’s known not just for what it delivers, but how it delivers:

Your partner in perfect™.

A Refined Logo, Built to Last

The updated logo maintains equity with the strong, recognizable Interstate typeface that customers know and trust — with a modernized twist. The new logomark reinforces partnership, custom solutions, and timeless simplicity — exactly what you want from a partner in your next build.

A Cohesive, Scalable System

We designed an identity system that performs across every touchpoint — from signage and delivery trucks to campaigns, print materials, and digital assets.

A Rich, Elevated Palette

The refreshed color palette reflects the premium quality of Interstate’s offerings, with deeper, more refined tones that convey trust, craftsmanship, and modern simplicity. It brings warmth and polish to a brand that’s as comfortable in a design center as it is on the job site.

A Legacy Reimagined

This rebrand wasn’t about starting over. It was about sharpening focus — and designing a brand that could confidently lead Interstate into its second century.

We’re proud to have partnered with the Interstate team on this evolution — and even prouder to see it rolled out across every channel with such clarity, care, and confidence.