New Thought Digital Agency

Willow Street Group

Willow Street Group

Employing human sensibilities to inform the rebrand of trust services provider Willow Street Group.

Strategy  |  Branding & Design  |  Digital Development


As a preeminent fiduciary in the US, Willow Street has grown from working with a handful of regional families to a large number of multinational families in just a few short years. It had become evident that the original mechanics of the brand’s identity no longer represented the firm’s scope of services and the families it served. Willow Street partnered with New Thought to undertake a ground-up redesign of their brand, website, and strategic communication.


Making a Financial Brand More Human

New Thought approached the modernization of Willow Street’s brand by meeting with stakeholders to identify the competitive values and operational ethos of the brand. This discovery process informed a contemporary take on Willow Street’s signature willow tree icon. Combining subtle principles of color, line weight, and mark-making updated visual identity communicates a sense of humanity, professionalism, and heritage.



Less Brick and Mortar, More Heart and Soul

The overhaul of Willow Street’s brand meant that new signage must be developed for the firm’s Jackson Hole, Wyoming headquarters. New Thought designed a suite of freestanding and building-mounted signs that convey sensibilities of professionalism and accommodation. The signage includes the careful application of Willow Street’s branded color to the building’s facade.



A Family Trust Deserves a Family-Friendly Website

In the spirit of Willow Street’s dedicated approach to client services, New Thought developed a website aimed at delivering a simplified user experience. Technical financial details were consolidated into clean page layouts, while original photography depicting fine art and Grand Teton area geography help to reaffirm the trust as a Wyoming institution.



Taking the Monotony Out of Financial Services

Like many financial institutions, family trusts can be complicated and difficult to navigate. New Thought designed a suite of printed informational collateral including a detailed financial services brochure that aimed to make the process of trust planning more approachable. Simple infographics, clean copy, and sophisticated layout all worked together to create a refined representation of the Willow Street brand.

Our modern, refined approach to Willow Street’s branding enables their team to better convey their mission. Our efforts in this project centered entirely on turning their vision into a reality. Whether answering simple follow-up questions, advising on brand strategy, or adding new content to the website, we continually collaborate to improve their positioning in the market.

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