Heartwood Residential

Finding the Heart of an Identity

Heartwood is a South Bay Area residential construction outfit that takes a design + build approach to bringing tasteful and quality design to their clients. Their goal is to streamline the entire home remodeling process by coordinating all phases from start to finish. Their focus is on helping their clients create their ideal surroundings and a place to call home.

Screen displays of Heartwood Residential website, heartwoodresidential.com

So, What Did We Do Exactly?

We designed the original Heartwood Residential site back in 2010, and it was time for a top-to-bottom responsive revamp in tandem with a rebrand of their logo. We did it all—custom web design, custom CMS, brand identity, print design, content writing and photography.

  • Web Design
  • Custom CMS
  • Identity + Print
  • Photography
  • Content Strategy

Logo Design

Heartwood was looking to enhance their brand with a new logo to help instill trust and compliment the level of quality in both their service and their craftsmanship. They needed a mark that would work great across all mediums, from their bid sheets, to their website, to their vehicles and company apparel. The process brought us to a warm, friendly yet professional emblem, which includes design elements that speak to their company values.

Heartwood Residential Logo
Heartwood Residential Logo

Logo Exploration

The “Heartwood” moniker comes from the dense, central core of hard wood in tree trunks, yielding the hardest timber—a woodworker’s preferred material. We set out to create a design that signifies the strength and quality of the term they borrowed from. With the company based in the redwood forest of the Santa Cruz Mountains, we incorporated both the round shape of a tree trunk, along with the silhouette of a redwood. Being that they specialize in mostly residential, we also worked in the shape of a home, keeping it relevant and approachable.

Heartwood Residential Logo Exploration

Custom Web Design. Custom CMS.

Heartwood's efficient, transformative approach is evident through the design of their site. In continuity with their branding, we designed the site to communicate a high level of professionalism while still retaining that warm and friendly feel that Nick & Michelle have built their reputation on. The end result yielded a clean and subtle design with supporting earth tones, backed by a custom content management system—no templates in sight. The client is able to keep the site up-to-date with their latest work in a swift and simple fashion.

Heartwood Residential homepage design

Strategy, Copy & Photography

Heartwood does honest, custom work with true passion. When drafting up their content, and shooting their photos, we did so with a renewed emphasis on who they are and the quality behind the kind of work they’re doing on a regular basis.

Heartwood Residential interior design

The Mobile Experience

There’s no doubt that their potential customers are looking for the kinds of services they offer while lounging around on their phone or tablet, so we made it easy for them. Dead-simple, fast-loading and easy-to-use. Even in sweatpants.

Heartwood Residential Responsive Layout


Launch Project
  • Location: Los Gatos, California
  • Project Type: Logo, Website & Content
  • Platform: Custom CMS
  • Industry: Construction, Renovation
  • Launched: September 2015

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