Dynamic Fenestration
Repositioning from a product supplier to an architectural partner.
Led the strategic repositioning of Dynamic Fenestration from a product-focused manufacturer to a trusted architectural partner—clarifying positioning and establishing a scalable identity system to support long-term portfolio growth.
Role: Senior Creative Leadership · Brand Strategy · Creative Direction
Scope: Brand Positioning · Visual Identity System · Logo · Website Strategy & Design · Print
The Shift
Before
Perceived primarily as a window and door manufacturer
Brand lacked architectural sophistication
Fragmented visual and digital experience
After
Positioned as a strategic architectural ally
Brand reflects precision, creativity, and design rigor
Cohesive, portfolio-forward brand system
The Situation
Dynamic Fenestration collaborates with architects to deliver highly customized window and door systems for award-winning residential architecture. Despite the caliber of their work, the brand positioned them as a supplier rather than a partner in the design process.
The Challenge
The real problem wasn’t the quality of Dynamic’s work. It was the disconnect between how architects experienced them in collaboration and how the brand presented them publicly.
Dynamic needed to:
Align brand perception with architectural-level work
Clarify their collaborative role with architects
Establish a system that could scale across multiple projects
This required brand leadership focused on positioning and long-term stewardship.
The Approach
I led a strategic repositioning anchored in a core belief: creativity is limitless. This principle guided decisions across positioning, identity, and storytelling—ensuring consistency while allowing flexibility across diverse architectural applications.
System Execution
Website Strategy
After
Architect-first structure and navigation
Portfolio-led storytelling showcasing complexity and craft
Before
Content-heavy and difficult to navigate
Unclear audience focus
Visual Identity System
After
Architecture-inspired logo using a 180° swing door symbol
Refined typography and restrained visual language
System designed to scale across applications
Before
Limited visual cohesion
The Result
Dynamic Fenestration now presents as a knowledgeable, design-driven partner within the architectural process. The brand supports long-term relationships, portfolio consistency, and architectural credibility.
“We engaged Michelle to reposition our brand for a highly discerning architectural audience. She quickly grasped the complexity of our work and translated that understanding into a clear, nuanced brand system that reflects how we collaborate with architects. Her judgment and restraint were evident throughout the process, and the resulting identity captures our organization with a level of clarity previous efforts had not achieved. Michelle delivered efficiently and continues to be a trusted partner as our brand evolves.”
- Martin Ross, Director of Business Development, Dynamic Fenestration
