Residents of a gated community in Glen Carbon, Illinois, had a problem—their backyards lacked sheds. They were in a deadlock with community management over getting a shed brand approved for the community. Even after multiple attempts by residents, no approval was forthcoming.

The old and new Cardinal brochures compared

Let’s leave the gated community for a bit, and jump to Cardinal Buildings, a shed manufacturer in southern Illinois. Here at Rosewood, we worked on a branding update to better communicate their cardinal level of quality and service. Instead of using a photo of an actual bird, their new logo incorporates an icon with upward motion and a unique modern typeface that provides greater recognizability and branding power.

new Cardinal logo and brand colors

After that was completed, we focused on redesigning their catalog. Cardinal’s goal was to display their company and products in a manner worthy their true value. We proposed styled shed scenes displaying the lifestyle the sheds facilitated, and Cardinal shot the photos. We collaborated with Cardinal on the theme design and layout, collecting all of the needed content. Some of the smaller shed photos were shot on blacktop and needed lawns added in post-processing. At last we finished, Cardinal approved it, and we sent the files to press!

The Cardinal Buildings team was elated to have their new catalogs in hand! Their dealers exclaimed over them too. In fact, Mark at Cardinal Buildings says he has received nothing but good feedback!

But the most exciting result is what happened at the gated community. A glossy new Cardinal Buildings catalog made it into the hands of community residents and they submitted it to management. This time, they were finally rewarded for their efforts–Cardinal Buildings earned approval!

Mark smiles as he reports that Cardinal Buildings sheds are now being delivered to backyards in the gated community. He is confident this could never have happened if they were still circulating Cardinal’s old catalog.

The insides of the old and new Cardinal catalogs

“If you are looking for a portable building, you will not be disappointed in a Cardinal building. They are very high quality and well constructed. Everyone in the neighborhood loves it as much as I do.” – Gary Criley | Glen Carbon, IL

Gary Criley's shed
Gary Criley’s building

About the Author: Gary Hurst is a graphic designer at Rosewood Marketing. He especially enjoys brainstorming for company and brand name creations and crafting attractive theme designs. Contact Gary at or ask for Gary when you call (717) 866-5000.