New England Forest Products (NEFP) of Greenfield, New Hampshire retained McClain to rebrand the company and create a brand for its flooring product. They also contracted us for a complete overhaul and redesign of their website. Knowing of NEFP's stewardship of the forest, we developed an umbrella brand identity that speaks to sustainability. The flooring product name, "Heartwood" highlights quality and passion. The two brands share elements of look and feel, contributing to a cohesive brand family. "Our web strategy is to present the entire NEFP story to visitors in a compelling, easy-to-navigate platform,” Trey Powell, of McClain's interactive department, says. The site is due to launch in June.