Willow Management
Willow Management
Experienced, hands-on strategy, project and transformation consultancy with the personability of a co-worker.
Category
Brand + Website
Year
2024
Tech
Framer Figma
Client
Di Outhred
Site
Link
Link
Link
Link
Context + Research
Context + Research
Di came to me looking for both a brand and website for her new business, Willow Management. Before diving into design, we kicked things off with a discovery session, a deep-dive conversation where I asked strategic questions to help uncover the essence of her business. This wasn’t just about me gathering insights; it was equally valuable for Di, helping her articulate what truly set Willow apart.
From there, I mapped out key themes and ideas, distilling them into a focused wordmap that would guide the brand’s foundation. With this direction in place, I curated a moodboard filled with design inspirations, including references to logos, typography, and colours that aligned with the brand’s personality. This set the stage for a brand identity that felt both strategic and personable, just like Willow Management itself.
Context + Research
Di came to me looking for both a brand and website for her new business, Willow Management. Before diving into design, we kicked things off with a discovery session, a deep-dive conversation where I asked strategic questions to help uncover the essence of her business. This wasn’t just about me gathering insights; it was equally valuable for Di, helping her articulate what truly set Willow apart.
From there, I mapped out key themes and ideas, distilling them into a focused wordmap that would guide the brand’s foundation. With this direction in place, I curated a moodboard filled with design inspirations, including references to logos, typography, and colours that aligned with the brand’s personality. This set the stage for a brand identity that felt both strategic and personable, just like Willow Management itself.
Brand Design
Brand Design
Willow Management started under a different name: Progress Advisory. Using the research and insights from our discovery session, I crafted a full brand identity—including a logo suite, colour palette, typography system, and overall brand tone.
For Progress Advisory, I designed a logo that cleverly incorporated the initials “P” and “A” into an upward arrow, symbolising progress and innovation. The arrow’s base was straight and balanced, reflecting expertise, reliability, and stability. Meanwhile, the "P" leaned on a coloured support, subtly illustrating PA’s ability to seamlessly integrate into a client’s business without overwhelming them. The colour palette featured muted, earthy tones, think high-end hot springs retreat, conveying both professionalism and a sense of comfort, with a feminine touch that was important to Di. The typography was slightly rounded and sans-serif, chosen for its uniqueness, approachability, and alignment with the brand’s personality.
As the business evolved, so did the name - Willow Management -which meant reworking the logo while maintaining the core brand identity. We kept the typography and colours but reimagined the logo. Initially, we explored a “W” forming an upward arrow with the central point and using the arms to symbolise supporting hands, but ultimately, we landed on a design that better reflected Willow’s strengths.
The final logo tells a story: - A tick, representing Willow’s ability to execute efficiently and reduce stress for clients. - Building blocks, reflecting experience, trustworthiness, and a structured approach to problem solving. - A curved motif in the upper left corner of each letter, reinforcing professionalism, synergy, and finesse. - A reverse-inverted curve inside the "O," symbolising flexibility, unseen effort, and innovation. - The soft, rounded edges across the brand add warmth and approachability, perfectly embodying Willow’s hands-on, personable nature.
Have a look at the brand guidelines:
Link
Link
Link
Brand Design
Willow Management started under a different name: Progress Advisory. Using the research and insights from our discovery session, I crafted a full brand identity—including a logo suite, colour palette, typography system, and overall brand tone.
For Progress Advisory, I designed a logo that cleverly incorporated the initials “P” and “A” into an upward arrow, symbolising progress and innovation. The arrow’s base was straight and balanced, reflecting expertise, reliability, and stability. Meanwhile, the "P" leaned on a coloured support, subtly illustrating PA’s ability to seamlessly integrate into a client’s business without overwhelming them. The colour palette featured muted, earthy tones, think high-end hot springs retreat, conveying both professionalism and a sense of comfort, with a feminine touch that was important to Di. The typography was slightly rounded and sans-serif, chosen for its uniqueness, approachability, and alignment with the brand’s personality.
As the business evolved, so did the name - Willow Management -which meant reworking the logo while maintaining the core brand identity. We kept the typography and colours but reimagined the logo. Initially, we explored a “W” forming an upward arrow with the central point and using the arms to symbolise supporting hands, but ultimately, we landed on a design that better reflected Willow’s strengths.
The final logo tells a story: - A tick, representing Willow’s ability to execute efficiently and reduce stress for clients. - Building blocks, reflecting experience, trustworthiness, and a structured approach to problem solving. - A curved motif in the upper left corner of each letter, reinforcing professionalism, synergy, and finesse. - A reverse-inverted curve inside the "O," symbolising flexibility, unseen effort, and innovation. - The soft, rounded edges across the brand add warmth and approachability, perfectly embodying Willow’s hands-on, personable nature.
Have a look at the brand guidelines:
Link
Website
Website
The Willow Management website was designed as a sleek, informative landing page—introducing the brand, outlining its offerings, and providing a quick way for potential clients to connect with Di. It needed to be simple yet impactful, serving as a digital extension of the brand’s approachable and professional identity.
Leveraging the brand guidelines I crafted, the website design embraces a minimalist aesthetic, clean layouts, and smooth animations to create a refined yet welcoming experience. The muted earthy tones reinforce a sense of calm and professionalism, while thoughtful typography choices ensure clarity and personality throughout. Built on Framer, the site balances modern design with seamless functionality, making it as intuitive as Willow’s approach to strategy and transformation.
Website
The Willow Management website was designed as a sleek, informative landing page—introducing the brand, outlining its offerings, and providing a quick way for potential clients to connect with Di. It needed to be simple yet impactful, serving as a digital extension of the brand’s approachable and professional identity.
Leveraging the brand guidelines I crafted, the website design embraces a minimalist aesthetic, clean layouts, and smooth animations to create a refined yet welcoming experience. The muted earthy tones reinforce a sense of calm and professionalism, while thoughtful typography choices ensure clarity and personality throughout. Built on Framer, the site balances modern design with seamless functionality, making it as intuitive as Willow’s approach to strategy and transformation.
Outcomes
Outcomes
Taking Willow Management from concept to a fully realised brand and website was not just a rewarding project, it was a milestone in refining my own creative process. This end-to-end experience allowed me to test and streamline my approach to brand strategy, identity design, and web development.
I’m especially proud of the discovery process and brand guidelines, both of which played a crucial role in shaping a brand that feels authentic, strategic, and visually compelling. With this project under my belt, I’m even more excited to apply what I’ve learned to future collaborations, bringing a more structured and tested approach to branding and web design.
Outcomes
Taking Willow Management from concept to a fully realised brand and website was not just a rewarding project, it was a milestone in refining my own creative process. This end-to-end experience allowed me to test and streamline my approach to brand strategy, identity design, and web development.
I’m especially proud of the discovery process and brand guidelines, both of which played a crucial role in shaping a brand that feels authentic, strategic, and visually compelling. With this project under my belt, I’m even more excited to apply what I’ve learned to future collaborations, bringing a more structured and tested approach to branding and web design.
