Shaheen

Shaheen

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Strategy Branding Design Development

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Heirloom rug care & restoration

100%

CLIENT OWNED

Zero agency dependency

20+

SEO / AEO

Legacy SEO preserved and rebuilt for AI search

Growth Segments

New audience segments unlocked

“We've always put the craft into the work. SP—CE put it into the brand, and turned 125 years of heritage into a future I can't wait to continue building.”

Sophia Shaheen

A multi-generational trade, rebranded. Because heirlooms deserve more than a logo.

Some businesses chase reputation. Shaheen inherited one.

Four generations of the same family have cleaned and repaired rugs in Canton, Ohio since 1901. Persian, Oriental, wool, silk. The kind of rugs that outlive the people who buy them, passed down until they're less a furnishing and more a family record.

The work had aged beautifully. The brand hadn't. The site looked like a local service business, the logo could have belonged to anyone, and nothing told you this was a 125-year-old trade. The craft was extraordinary. The identity was invisible.

You don't rebrand a business like this. You restore it.

We started where the craft starts. Not with a moodboard, with the rugs.

A Shaheen rug isn't cleaned, it's brought back. They work from the base of the pile so the fibers spring back to life. They reweave by hand, one rug at a time. The whole trade runs on judgment, patience, and an honesty that tells you when a rug is worth saving and when it isn't.

So we built the identity out of the rugs themselves. The arch in the mark comes from the dome motif woven into Persian and Oriental designs, the architecture inside the pattern. The palette is pulled straight from the pieces on their floor: deep madder reds, indigo, the warm undyed wool of a rug's ground. The wordmark carries real weight, set to feel printed and permanent, like something stamped on the back of a piece made to last a century.

Nothing breezy. Nothing corporate. A house, not a brand.

Then we built it to last in a different sense. The site is custom React and Sanity, handed over so Shaheen runs it themselves. No retainer, no waiting on a developer to change a price. The same principle as the trade: build it well once, then let the family carry it.

A rebrand that only looks good is half a job. The other half is making sure people can find it.

Shaheen had 125 years of search equity in an old WordPress site, and the fastest way to lose that is a careless migration. So we treated it like the rugs: nothing valuable gets thrown out. Every legacy URL was mapped and redirected, so a quarter-century of rankings carried over clean.

Then we built for how people search now. Location pages for every county Shaheen serves, each written for the place, not stamped from a template. And we optimized for AEO, so the brand surfaces in AI answer tools, not just the classic blue links.

We also widened the aim, building the brand to reach higher-value clients: interior designers, cultural institutions, galleries.

Same craft. A far bigger room.

A brand that finally matches the work behind it. A custom site Shaheen owns and runs without us. And a position that opens doors a service-business brand never could.

Heirlooms deserve more than a logo. So does the trade that cares for them.

→ See the live site at shaheenrugs.com

The old options don't fit anymore. Agencies deliver in quarters. AI alone is shallow. In-house teams are stretched.

So we built the [un]agency. Sprints over quarters. Senior teams over layers. Results over decks.

The work for Shaheen is what that looks like over time.

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Cleared for next launch.

Thank you to the team for clearing the way, and to everyone who moved fast and held the bar. We're excited for what's next.

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Shaheen

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Shaheen

Heirloom rug care & restoration

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Cleared for next launch.

Hi, I'm Cleo, the SP-CE AI. Ask me anything about our sprints, the services we run, pricing, or the work we've shipped.