Problem: Cardinale provides high-end, custom cabinetry solutions where most of its competition is just commodity, high-production, low-value, providers. The solution: to niche by leveraging modern sensibility and old-world craftsmanship at a more premium price and to adjust the target accordingly. A marriage of form and function at a price point that says quality. The logo and business papers needed to express a premium position within a commodity budget. Functionally the letterhead is multipurpose, not only a traditional letterhead, it's also a sketch pad and official project document.