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.
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.
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'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 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.