For nearly four decades, the Stairbuilders and Manufacturers Association (SMA) has served as the trusted voice of the stair industry. Through education, code development, technical resources, networking, and industry leadership, the SMA has helped shape safer stairways, stronger businesses, and a more connected professional community.

As our industry continues to evolve, so must the way we communicate who we are and where we are headed.

That is why the SMA recently embarked on a comprehensive rebranding initiative.

Why Rebrand?

A rebrand is not simply a new logo, color palette, or website. It is an opportunity to reflect on who we are, what we stand for, and how we can better serve our members and the industry moving forward.

Over the past several years, the SMA has experienced significant growth. Our educational programming has expanded. Our digital resources have increased. Our events continue to bring together professionals from across the stair industry and beyond. At the same time, the audiences we serve have broadened to include architects, designers, builders, code officials, educators, and homeowners seeking trusted stair industry expertise.

Our previous branding no longer fully reflected the organization we have become or the vision we have for the future.

The rebranding process allowed us to take a thoughtful look at our identity and ensure that every aspect of the SMA clearly communicates our purpose, value, and direction.

A Clearer Purpose

As part of this process, the SMA revisited its Mission, Vision, and core messaging.

Our Mission:

To advance and strengthen the stair industry by serving as the leading source of trusted knowledge, practical tools, education, and advocacy that empower Members to succeed, while elevating craftsmanship, safety, and innovation across stair design, construction, and manufacturing.

Our Vision:

To be the recognized authority and trusted community for stair design, construction, and manufacturing, elevating the art of craftsmanship, safety, and innovation while guiding the industry, one step at a time.

These statements reflect both our heritage and our future. They recognize the craftsmanship that has defined our industry for generations while embracing the innovation and collaboration that will shape its future.

Educate. Collaborate. Inspire.

Throughout the rebranding process, three themes consistently emerged as the foundation of SMA’s work:

Educate

Knowledge has always been at the heart of the SMA. From code certifications and hands on training to publications, webinars, and technical resources, the SMA remains committed to helping professionals build their skills and strengthen their businesses.

Collaborate

The stair industry thrives when professionals share ideas, experiences, and expertise. Through conferences, shop tours, committees, networking opportunities, and member engagement, the SMA creates meaningful connections that benefit the entire industry.

Inspire

Innovation begins with inspiration. Whether through exceptional craftsmanship, new technologies, emerging leaders, or groundbreaking projects, the SMA seeks to inspire the next generation of stair industry professionals and elevate what is possible.

These pillars now help guide our communications, programs, and strategic priorities.

More Than a Website

One of the most visible components of the rebrand is our new website. Designed to better serve members and industry professionals, the site provides easier access to education, events, publications, technical resources, certifications, and member benefits.

The updated structure also allows the SMA to continue growing its library of content and resources while making it easier for users to find the information they need.

But the rebrand extends far beyond the website.

It influences how we communicate, how we engage with members, how we present our educational offerings, and how we advocate for the future of the stair industry.

Looking Ahead

The stair industry continues to face new challenges and opportunities. Advances in technology, workforce development needs, changing building codes, evolving customer expectations, and increased demand for specialized craftsmanship require an organization prepared to lead.

This rebrand positions the SMA to do exactly that.

While our look may be new, our commitment remains unchanged. We are dedicated to supporting our members, advancing the industry, and serving as the trusted resource professionals rely upon every day.

Together, we are building the future of the stair industry.

One step at a time.