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Consumer Goods Brand Positioning Success Story

Branding Challenge

Paper is long-lasting. Paper is impactful. Paper is personal. For Millcraft, paper is family.


The company has stayed within the same family for nearly a century, but it’s evolved as one generation hands the reigns over to the next. With the fourth generation at the helm, Millcraft looks and feels pretty different, having added new people, technologies, and solutions to their mix.


They came to us to spark new energy and innovation into their brand. However, we quickly realized we had to carefully balance their present and future with remnants of their past.

“In a family business, the decisions are more emotional, and designRoom did a good job making sure we were emotionally attached to our decisions. They understood what was important to us as the owners – the heritage and legacy of the organization – and also helped us refine the core values of the company.”


Travis Mlakar, President, Millcraft

Branding Insight

We surveyed customers, internal staff, and the executive team to help us assess current perceptions of the brand. Their insights revealed how deeply-connected everyone was to the company, not just at a business level, but a personal one, too. Therefore, brand decisions needed to resonate with their hearts just as much as their heads.


We also uncovered just how much customers valued the Millcraft staff’s approachability, expertise, and customer service, with them saying they could just ask their representative anything and he/she would get it done. This feedback became the basis for the new brand identity and positioning.

Branding Solution

Since their inception, Millcraft’s logo always featured a paper mill and a water wheel. While it has gone through several revisions, the last of which was a highly detailed woodcut-style illustration, it was clearly an important symbol that needed to be preserved.


We moved forward with a logo evolution rather than a revolution. The new paper mill icon is geometric and modern, but still pays homage to the company’s history.


The new tagline, Just Ask, indicates the company’s approachability and responsiveness to customers. Not only is it a compelling marketing message, it’s authentic to who they really are. The company has proudly applied the new logo and tagline to everything from their stationary to their fleet of delivery trucks.

“By revisiting who we were through this brand update, we’ve unshackled ourselves from the past and embraced the future of what we will become. It encouraged us to leave first base and steal second.”


Travis Mlakar, President, Millcraft

Branding Impact

Millcraft’s rebrand opened the door for us to develop a new mission and values statement, a new website design, and marketing materials that coordinated with their fresh identity and messaging. It has also positioned the company for the next generation of growth.

“I trust them with my brand. I trust them with my marketing business. They will not steer you wrong. They will ensure everything is on point moving forward.”

Lauren Byers, Vice President, MarshBerry

"Our client base increased. Our staff base increased. Our reputation and notoriety in the industry increased. The branding has lifted us up to be very confident.”

Denise Corbisiero, COO, Integrity Billing

“We trust them as true professionals who really understand the process that’s required to do things right.”

Carole Boye, CEO, Community Alliance

“They really bring in the heart behind the message. They tell the story in ways that are compelling. They’re really creative and that matters.”

Anthony Guido, VP of Communications & Marketing, Cohen Veterans Network

“…we really felt that they understood what we wanted to accomplish. They listened to us instead of puking their process on us.”

Laura Bren, President, Deeley Insurance Group

“Loved the process – we got so much more than a new logo; helped us unite around a common mission and language.”

Travis Pearson, CEO, Endeavors

“This input helped us work better together as a team. The whole brand refresh process was a wonderful team building opportunity.”

Matthew Wolf, Vice President, Seabrook

“We never had the production value in terms of the presentation/signage – the quality was new and impressive and people really embraced it.”

Marvin Ventrell, Executive Director, National Association of Addiction Treatment Providers

“Take the time to let designRoom get to know you. It is amazing that they get to the core of who you are…”

Jonathan Lee, President & CEO, Signature Health, Inc.

“They became much more like partners deeply embedded inside our business.”

Travis Mlakar, President, Millcraft Paper

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