LG2 Leads Identity Rebrand for Legacy Manufacturing Brand KN Crowder

“It was time for an update, as the business has grown and evolved so much over the past 70 years. We feel LG2 heard our goals and created a brand that truly represents the high quality products we design and manufacture.” Jeremy Crowder, vice-president, KN Crowder

Established in 1952, KN Crowder (KNC) is a family-run business specialising in the design and manufacturing of quality architectural sliding doors and entranceway hardware. Over the past 70 years, KNC has set a new industry standard, becoming the Canadian leader in providing precision-crafted entranceway hardware for high-end hotels, restaurants, commercial and residential projects.

Looking to grow their market-share in the US, and be recognised internationally as a category leader, KNC reached out to LG2 to define their positioning as well as completely redesign their brand identity. With a client roster of architects and interior designers, the objective was clear: elevate the brand to more accurately express the precision, quality and attention to detail brought to every KNC product. Crafting a warm and confident brand language was also an important consideration as the Crowder family has always put customer service and relationships first.

Capturing 70 years of quality and experience

The design system was made to look minimal and streamlined - just like KNC’s products - and was inspired by ideas of timelessness, precision and quality. To make the brand stand out on factory floors, and communicate the energy and boldness of the Crowder family operation, key design elements are intentionally oversized and the modular grid system allows for variation. 

Most of KN Crowder’s operations happen in their vast Burlington, ON warehouse, which is why a significant packaging design system was necessary to make the rebrand as effective and useful as possible to the operations team. The bold, blocky logo makes an incredible impact while the structured system facilitates the organisation and identification of the products.

KNC’s packaging also acts as moving billboards as they are shipped to companies and consumers across Canada and the United States. The packaging elevates the overall consumer interaction with the brand, making good on the promise to appear KN Crowder look as premium and quality-driven as their products and consumer service. 

Lastly, LG2 participated in completely updating the KNC website UX and UI, a definitive step that firmly anchors the multi-generational organisation in its new era.

Packaging designed to move the brand ahead

KNC’s packaging also acts as moving billboards as they are shipped to companies and consumers across Canada and the United States. The packaging elevates the overall consumer interaction with the brand, making good on the promise to appear KN Crowder look as premium and quality-driven as their products and consumer service. 

Lastly, LG2 participated in completely updating the KNC website UX and UI, a definitive step that firmly anchors the multi-generational organisation in its new era.

KN Crowder is one of the leading manufacturers of sliding door track and hardware in Canada, producing a diverse product line including; Sliding Door Hardware, Barn Door Track, our patented Catch’N’Close Closing Systems, Weatherstripping, Thresholds, Stair Nosings, Automatic Door Bottoms, Foot Grilles, and Louvers. The family owned and operated Canadian company has been in business for over 70 years, creating top of the line products that are safe, user-friendly, and beautifully designed.