Interior Perfection
Brand Identity / Environmental / Livery / Video / Web Design / Social Media
Updating Perfection
The Brief
Is it possible to modernize a classic?
The Opportunity

Interior Perfection is three businesses in one – a Home Store, a Design Centre and a new build/renovation management division – all led by visionary interior designer Kennon Springer. Yet a decades-old logo featuring iconic pillars, a staple of classic architecture, was no longer reflective of the times. FUEL was tasked with bringing the branding up to current standards while appealing to the needs of a diverse range of clientele.

Brand Identity

To update the brand identity, FUEL leveraged the equity of the column from the old logo and infused it with modern sensibility. By allowing the name to support the mark beneath the symbol rather than encircling it, our designers created a visual foundation with better legibility and functionality. This would also serve as a subtle reminder of what Kennon does with each new makeover, remodel or build.

Interior Perfection Old Logo


Interior Perfection New Logo


The client knew perfection should be evident everywhere, including business papers. FUEL designed a stationary system and business cards printed with soft touch finish with spot raised UV on heavy weight stock.
Interior Perfection business card


To bring headquarters up to date, FUEL helped redesign the front façade of the Home Store and Design Centre. It started with refaced storefront signage and banners. Next, FUEL designers carried the new look across the main entrance sign, banners, and monument sign to add appeal from the street.
Interior Perfection monument sign
Interior Perfection banners


To help give guests a sneak peek at what to expect during a visit to the Home Store, FUEL shot and produced a video that showcases the store’s interior environment and featured collections.

Livery Design

FUEL designers updated the Interior Perfection delivery vehicle with new paint and vinyl graphics. This livery wrap design used matte black vinyl to accentuate the new logo by creating a subtle reflective contrast.
Interior Perfection van

Point of Sale

To enhance the shopping experience in the Interior Perfection Home Store, FUEL designers carried the branding through to pricing hangtags and furniture labels. This helped further an air of exclusivity amongst the furnishings.
Interior Perfection hang tag
Interior Perfection shopping bags

Web Design

A new web design featured a mixture of distinct typography and glamorous photography and video to accentuate the high-end feel, while copywriting kept a keen eye on SEO while streamlining the Interior Perfection story.
“FUEL has gone above and beyond to listen to my vision, wants, and needs to deliver above my expectations. Since working with FUEL our web traffic and business is up.”
— Kennon Springer
Bill Bollman
Creative Director

Bill Bollman is FUEL’s Creative Director. Before co-founding FUEL in 2001, he worked for Horizon Communications, JW Morton and Basler Design Group. Bill studied Illustration at Hawkeye Tech in Waterloo, Iowa. An expert in the “old ways” of hands-on print production, these skills influence his work in the digital world to this day. His work throughout his career has been featured in international publications including Graphis, How International Design, Communication Arts, and The One Book as well as numerous design annuals and reference books.

Hometown: West Union, Iowa
Involved in Design and Marketing since 1988
Interests: Fitness, Travel, Movies