My role: Art Direction, UI/UX design
Brief: Create a new website and rebranding for HawsGoodwin, a wealth management firm based in Nashville, TN.
The client expressed that the old logo felt dated, the branding not established, and not relevant to their audience, largely comprised of entrepreneurs, new wealth, and multi-generational wealth in the greater Nashville area.
We established a more modern logo, with a mosaic shape representing clients spanning a variety of generations and financial profiles. The color palette includes traditional blues with a pop of orange to represent innovation and modernity. The image library evokes the mountains and country vibe of Nashville, but also represents its burgeoning tech and entrepreneur industry . The typeface we chose, Roboto, has both a sans serif and slab serif variation to provide flexibility to straddle traditional and modern .