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A design system that unified three unique brands into one cohesive identity.

 

Partner

Wesenberg Architects + Homes
The Preserve Condominiums

Project

Unifying Brand Design System

Assignment

Brand Strategy
Brand Identity
Design System
Letterhead Design
Business Card Design
Website Design
Social Media
Style Guide and Brand Toolkit

 

Wesenberg Architects, a prestiged architecture firm based out of Central Wisconsin responsible for the design and development of a variety of commercial and residential projects, approached us to rebrand and update their existing look and messaging, as well as add a second and third brand to their roster.

 

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Our challenge was exploring how the brands would work together visually, but maintain very different voices for their unique audiences.

Ultimately, our conclusion was to have one one mother brand with Architects and Homes being the child brands. There would be two logos with similar feels that could work together as well as stand on their own. The feel would be both high-end, but friendly and approachable, with a distinct modern feel.

 

 

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In the design phase it was important to create distinction by avoiding cliché elements.

Our compromise was cleverly hiding the letters “W” and ”H” and “W” and “A” in the icons which typically wouldn’t be identifiable at first sight, but recognizable to the proud owners, staff, and stakeholders.

 
 
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To tie the more unique third brand to the overarching brand, we kept several elements including color palette, circular graphics and brand typefaces.

A new challenge was born in wanting to be clear this was a faction of Wesenberg but to also have The Preserves’s brand identity to stand alone and communicate to the target market and customer. The aesthetic approach for this was to communicate more premium condo-like living, with a touch of wilderness, emphasizing heavily on the beautiful nature preserve the buildings were surrounded by.

 
 
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To tie the more unique third brand to the overarching brand, we kept several elements including color palette, circular graphics and brand typefaces.

A new challenge was born in wanting to be clear this was a faction of Wesenberg but to also have The Preserves’s brand identity to stand alone and communicate to the target market and customer. The aesthetic approach for this was to communicate more premium condo-like living, with a touch of wilderness, emphasizing heavily on the beautiful nature preserve the buildings were surrounded by.

 
 
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The result was the development of a design system that not only unified three unique brands into one cohesive identity, but helped turn a single architecture firm into a residential and commercial real estate powerhouse.

 
 

See more work.