Cumar is a leading fabricator of natural stone, working with architects, designers, and builders on high-end residential and commercial projects. As the company’s portfolio and reputation grew, its existing identity no longer reflected the quality, precision, and craftsmanship of the work.

The challenge was to elevate the brand beyond the conventions of a stone supplier, positioning Cumar as a trusted creative and craft partner whose expertise brings some of the world’s most distinctive natural materials into exceptional spaces.

A square defines the room, while a graphic “C” within it represents Cumar and suggests the precision of cut stone and fabrication. Simple and geometric, the mark holds its shape at any scale, from a business card to a building sign.

The identity extends the architectural logic of the mark into a disciplined visual system built around proportion, material, and restraint. A neutral palette allows the natural character and color of the stone to take precedence, while typography and carefully structured layouts reinforce the precision associated with Cumar’s work.

Across print, presentation materials, and brand communications, the system provides a consistent framework without competing with the material itself, letting the stone remain the focus in every application.

Photography was conceived as narrative rather than documentation. Working with photographer Stephen Sherman and stylist Chloe Barcelou, each campaign began with an exotic stone selected by the client and transformed it into the setting for an imagined story.

Simple sets were constructed against the stone, with members of the founding family’s younger generation appearing as characters in scenes inspired by fairy tales. Photographed over several years as the children grew, the campaign created an unexpected connection between material, imagination, and family.

For an eighth-generation company, that connection was especially meaningful. By placing family within the material itself, the photography brought Cumar’s legacy into the present, transforming stone from a finished surface into the backdrop for stories, spaces, and lives.