Turning rebranding risk into relationship renewal

After almost 30 years in business, Raymond Chiappetta and Associates faced a pivotal moment. When founders moved on and sold to partners Joe Trozzo and Isabelle Talbot, the new principals saw opportunity where others might see risk. Rather than maintaining the status quo, they embraced the chance to rebrand a decades-old commercial interior design firm.

Anonymous stakeholder interviews revealed surprising support for change. Clients and suppliers weren’t clinging to the old brand—they were eager to see Joe and Isabelle’s personalities reflected in how the firm presented itself.

Our brand strategy sessions uncovered their unique market position as “pragmatic by design.” The team captures each client’s specific needs rather than imposing a signature style, balancing flawless design with perfect project management.

The new name “Ray” honours the company’s history while signaling intimate, first-name-basis relationships. Simple identity design with premium materials—duplex letterpress business cards and soft-touch mailers—reinforces their attention to detail.

Internally, “We are Ray” became the rallying cry, celebrated with branded t-shirts and integrated throughout their collaborative workspace design.