St James Interiors grew out of a joinery business and has built a reputation for modern bespoke furniture, tailored to individual project requirements from private residences, hotels and luxury property. To coincide with the opening of their showroom in North West London, CiD was appointed to create a new identity to reflect the skilled craftsmanship and refined quality of each piece of furniture; an identity that could be included as a ‘makers mark’ on each bespoke piece, and work equally well as the new St James shopfront façade and projecting sign.