Fairway architectural railing solutions
Art direction, brand guidelines, logo design, print design, web design, trade show graphics
Partnering with Carfaro, a design-build railing group, Fairway Architectural Railing Solutions pursued a new message and look to match their growing portfolio.
Exploring their core
After acquiring Carfaro, Fairway expanded its product line and reached new audiences, including architects and designers. The goal was to reposition Fairway as railing experts—moving beyond the perception of a simple kitted vinyl supplier. In working closely with the organization, it became clear that:
They’re engineers. They make things safe. They make things better, creating homes and buildings that are visually appealing.
The new fairway mark
Fairway’s logo redesign shifted the brand from a traditional mark with a green palette, bordered frame, and serif type to a sleek, architectural identity. The new mark introduced sharp lines, clean typography, and a modern blue palette—conveying precision and professionalism. A structural “F” grounds the design, suggesting the strength and form of railing.
“I’m excited by the powerful direction our new messaging and brand are bringing to Fairway. We’ve spent over a year developing our plan and refining our focus, all solidly positioning Fairway Architectural Railing Solutions as the most important and experienced domestic railing solutions provider for residential and commercial applications.”
Greg Burkholder, CEO
Brand launch at Deck Expo Live
The new brand launched at Deck Expo Live. While the idea was straightforward, the execution was expansive—an event marketing effort that featured a new booth, updated apparel, branded giveaways, marketing collateral, VR technology, and a celebration event for employees.
The event also created opportunities to connect with the media and discuss the updated direction of the brand. I hired a photographer to capture the event, providing content for press outreach and future marketing.
Virtual reality
The booth featured an interactive VR experience that let attendees explore Fairway’s railing options in real-world contexts. Users could move through different environments and homes, visualizing how various products could shape their own spaces.
The booth
Inspired by Frank Gehry’s architectural forms, the booth featured twisting lines that created movement and visual impact. Along both sides, focused displays highlighted Fairway’s full range of materials—vinyl, composite, metal, and design-build options—showcasing years of product development in a clear, engaging format. My influence came through in the visual layer—color choices and graphic elements that tied the space to Fairway’s new look.
