The Whitlock Group.
A local insurance company with strong brand recognition and a reputation for authenticity, honesty and helpfulness for business owners was in need of a visual update that conveys their brand personality.
Role: Brand Strategist, Brand Designer
Before:
After:
logo refresh.
The gradient inclusion in the logo made it difficult to use across all necessary applications, especially in uses where screen printing was being used. The brand name font was transitioned to an easier-to-read sans serif. The overall shape and style remained the same to help conserve the symbol that is already well known in the community.
stationery refresh.
With the removal of the gradient from the logo, we wanted to include it in other areas of the brand with a more modern twist. The use of orange as an accent color was used more prominently to showcase the vibrance that sets Whitlock apart.
additional applications.
The brand was further applied through a mural in the new Whitlock Group office space. The mural makes a clear statement in the office and serves as a great backdrop for headshots.
