This freelance branding project focused on modernizing an established identity while preserving the brand equity customers already recognized. The challenge was to create a cleaner, more versatile visual system that respected the company's history while positioning it for future growth.
Existing Logo
Above: The existing logo had strong recognition with leadership but was viewed by the sales team as dated and difficult to apply across modern marketing materials. The challenge was to create a cleaner, more contemporary identity while preserving the brand equity of the original mark.
Above: The existing logo had strong recognition with leadership but was viewed by the sales team as dated and difficult to apply across modern marketing materials. The challenge was to create a cleaner, more contemporary identity while preserving the brand equity of the original mark.
Sketches
Above: Early concept sketches explored geometric forms representing "home" alongside abstract flame elements that referenced the hearth. Rather than relying on a literal fireplace like the original logo, I pursued a lighter, more contemporary direction that retained the brand's core symbolism.
Above: Early concept sketches explored geometric forms representing "home" alongside abstract flame elements that referenced the hearth. Rather than relying on a literal fireplace like the original logo, I pursued a lighter, more contemporary direction that retained the brand's core symbolism.
Mailer
Below: I wrote the marketing copy, art directed the photography by coordinating with the client's vendors, and designed the mailer from concept through production. A custom vector map on the reverse helped reinforce the local nature of the business.
Below: I wrote the marketing copy, art directed the photography by coordinating with the client's vendors, and designed the mailer from concept through production. A custom vector map on the reverse helped reinforce the local nature of the business.
Brand Guidelines
Below: I developed an initial 15-page brand guide that established logo usage, color variations, typography, social media applications, and supporting graphic elements. The guide served as a foundation for applying the new identity consistently across future marketing materials.
Below: I developed an initial 15-page brand guide that established logo usage, color variations, typography, social media applications, and supporting graphic elements. The guide served as a foundation for applying the new identity consistently across future marketing materials.
