Hartwick
Start-up strategy and brand for Hartwick
Hartwick are a new kind of developer. One that actually partners with landowners to create mutually beneficial developments. But to get off the ground, they'd need a stand-out brand.
What we did
– Brand strategy to establish vision, mission, purpose & values
– Visual identity inc logo suite, colour palette, stamps & typography
– Rollout of the brand to establish the core brand elements
– Copywriting & design for direct marketing
We started with a brand strategy workshop at our studio with the two Hartwick co-founders, to get under the skin of the business and understand their model and get to the heart of their 'why'. Digging in to clients' beliefs and asking them surprising questions allows us to fast-track getting to know them.
Market research showed us there was an opportunity for the brand to occupy a modern and expressive identity to get stand-out in the local area.
We created their purpose, mission, vision and values so everything that followed was built on a sound basis.
For the visual identity brief, we had established a need for something thoroughly modern BUT with a nod to the traditional craftsmanship that comes as part of being a (good) house developer.
Cue a bold but crafted wordmark & icon, an unexpected colour palette, and a suite of stamps that add an authoritative feel and design flourish. Copy snippets start to set the tone for the brand.
The balance between craft & tradition and modernity can be seen in the contrast between the serif type and the rounded edges on imagery; the use of colour blocking and oversize logo is confident and different.
We include plenty of mockups at the concept stage to ensure the brand can apply well to all touchpoints. We used our new suite of colours, assets, fonts and logo variations to craft their social profiles, printed collateral, ads and marketing.
This young and determined team have a great chance of success and we're HERE for it!
