challenge.

Many identity projects pose a paradox that demands careful consideration. On one hand, the organization boasts an impeccable legacy and a brand image that should not be altered. On the other hand, it maintains a dated logo and identity that fail to meet the company’s current standards, potentially deterring new customers. As an agency dedicated to comprehensive brand experiences, we must be mindful of the impact that a complete rebranding can have on existing perceptions of those familiar with the current identity.

strategy & solution.

Pacific Western Wood Works underwent a comprehensive redesign of its identity, preserving the essence of its heritage while departing from its previous brand aesthetic. The new identity was crafted to convey the company’s forward-thinking approach, emphasizing its use of cutting-edge equipment and a team renowned for uncompromising product quality. Simultaneously, it aimed to evoke a sense of artisanal craftsmanship and deep-rooted tradition.

Our approach involved creating a primary logo with contemporary elements to represent the modern aspects of the company, complemented by a supplementary stamp logo for use on packaging and marketing materials, instilling them with a heritage feel. Together, these components achieved the ideal balance we sought for the refreshed identity for Pacific Western Wood Works.