Willow Way Brand Identity

​The brand identity for Willow Way was an inspiring project from start to finish. Mental wellbeing is something I am very passionate about, so creating something really quite special was at the forefront of my mind. Creating an identity which presents a professional front, yet is friendly and soothing was the goal, with the added challenge of adding a willow element. 

Lovely Lettering

The custom logotype  is carefully crafted to create a balance between structure and freedom, with the perfect unison of the upright strokes allowing for the freeflowing curves. The little w reaches up for a helping hand from the capital W, creating a lovely element, almost a display of support, intimacy or affection in the typography. This may even be animated later.

Flowing Form & Calming Colour

Hand drawn elements create a perfect crisp and elegant willow tree which froms the basis of compilmentary patterns, as well as icons and flourishes set alongside the custom logo type. The only way to achieve that gorgeous structure was to hand draw each element to form the basis for the vector icon, carefully refining the details after scanning. ​​Finished in a soothing palette of natural colours reminiscent of foliage, blue skies and cool water, the identity is as versatile as it is calming. ​

Flexible Design

The logo identity is strong and unique, so making the colourways and applications variable does not dilute the brand. This is helpful for keeping costs down on printed collateral, and allowing the logo to appear in variable marketing formats.

Complimentary Patterns

The willow patterns are soft and freeflowing with gentle contrast to compliment the logo without overpowering the design. Created from one small pattern piece which tiles infinitely, they are perfect for fabrics and wallpapers as well as graphics.

Gentle Elements

The illustration and logotype compliment each other well in structured design. This style will carry well across print, web and even interior design and signage. The willow tree itself has enough delicate detail to be applied as a full size wall decal.

A Memorable Experience

One of the things I want to afford the brand, is the ability to create a unified and memorable visual experience. Something that offers a comfort reminiscent of home. Together with the kindness and expertise they provide, positive memories will be made.

And The Client's Reaction...

Emma I just want to say how absolutely touched I am by all the effort you have put into this, the design and branding are absolutely perfect and you created a visual representation of all the things we are setting out to achieve - and your commentary is beautifully written. You are such a brilliant artist and writer and a lovely lovely person too. Thank you for giving this vision of ours such an amazing birth - you really have made it come alive!

Kerstin Thirlwall, Co-Founder.