Creating a new name and identity for a legacy craft business repositioned as a historic preservation brand

When Inhab Group’s millwork division was ready to spin off as its own brand, Thought Partner worked with the team to develop a new name and identity that honored its New Orleans roots and positioned it as a specialist in historic shutters, doors, and windows. Through a collaborative naming process and a series of visual explorations, we defined a brand that feels both grounded and distinctive. The new identity includes a custom wordmark, color palette, typographic system, and clear visual guidelines. We commissioned photography by Jess Kearney, resulting in a polished portfolio of projects and a striking photo essay of the millworks shop. Thought Partner’s work set the tone for how Toulouse St Millworks presents itself to clients and preservation partners.