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Rebranding a downtown small business in West Concord, MA

From an upholstery apprenticeship in his hometown of Dublin, Ireland to over 16 years of running Lawless Upholstery from a 900-square-foot shop on Commonwealth Avenue in Concord, Massachusetts, owner Shane Lawless found himself bursting at the seams and ready to expand. When the perfect piece of real estate popped up across the street, it was go time.


Industry: Custom Upholstery & Home Furnishings

Client: Shane Lawless, Lawless Upholstery & Furnishings

Solution: Brand Strategy, Brand Identity Design, Website Design


Shane Lawless, the owner of Lawless Upholstery & Furnishings, partnered with Morgatize to level up their small business marketing. We began with revamping their brand strategy, evolving their logo set design, and updating their brand identity pieces. Ongoing brand photography sessions and a new, responsive website built on Wix brought the first phase of this rebrand project to the finish line.


Interested in elevating and evolving your small business brand?

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