How does a venerable architecture firm drive new business with values-centric brand language and thoughtful web design?

All families leave legacies for future generations through the passing down of shared experiences, wisdom, and gifts. Some families form trusts to help ensure that their legacy is preserved and shared with successive generations. Willow Street works closely with families and their advisors to understand and implement trust structures so that future generations may benefit from these gifts.

Willow Street approached New Thought for a logo update. Their previous iteration felt dated and too localized, which the company saw as a weakness when attracting and collaborating with its increasingly global clientele. The new logo offers a fresh and modernized approach of Willow Street’s signature willow tree and reflects the level of quality and care demanded by the company’s clients and referral sources. New Thought later designed a complete stationery suite consisting of letterhead, business cards, envelopes, and technical tear-sheets. The project concluded with a full redesign and development of the Willow Street website to implement the fresh new identity.

Client

Willow Street


Services Rendered

Strategy

Design

Development

Advertising is principally about identifying values, and communicating those values to market. In the early stages of the Berlin campaign, we focused on developing a “values-centric” brand message. This message was rendered into a concise brand statement and strategic tagline. These deliverables established a standard for all descriptions and written language regarding the organization.

Futura

Shift

In approaching the update of Berlin’s visual identity, New Thought’s design team set out to modernize the logo, colors, and typefaces, while retaining the firm’s 34 years of brand equity. In lieu of a new logo or mark, New Thought prioritized improvements to the digital scalability of the existing logo. New branded patterns, depicting organic textures like wood grain were designed to accompany the logo on printed materials. Core collateral was engineered using renewable papers and fine materials to better communicate Berlin’s architectural trademarks.

In approaching the update of Berlin’s visual identity, New Thought’s design team set out to modernize the logo, colors, and typefaces, while retaining the firm’s 34 years of brand equity. In lieu of a new logo or mark, New Thought prioritized improvements to the digital scalability of the existing logo. New branded patterns, depicting organic textures like wood grain were designed to accompany the logo on printed materials. Core collateral was engineered using renewable papers and fine materials to better communicate Berlin’s architectural trademarks.

As part of a reimagined to-market strategy, New Thought developed a variety of content-driven advertisements. Each ad was engineered to capture attention and disrupt the traditional format of the publication. Combining large photographs, a new tagline, and limited descriptive copy, the ads were designed to communicate Berlin’s branded values in as few words as possible.