We aimed for a sophisticated and approachable tone to speak to The Williams Group's origins and target market. They work with wealthy families but concentrate on the relationship first. With that in mind, we came up with the logo below.
This monogram combines a W with a gold leaf. We played off its use in architecture to symbolize wealth and high social status. That, combined with the symbolism of a leaf representing growth, peace, and rebirth–all part of the process they use when working with families.
The high contrast of the thick strokes and thin connectors represents the delicacy of generational wealth. The leaf stem’s negative space brings the two elements together.
Taking the new brand as inspiration, we designed a website their audience could relate to. We wanted the site to feel sophisticated and friendly to represent their primary work in building family relationships. We reinforced the branding by animating the leaf when users land on the page. We also integrated it into the buttons.
We wanted to present as much of their business as possible on the homepage. So, we created multiple opportunities for users to explore more of the site. We used some images from their meetings to show their process and build a website that looks great on mobile and desktop. The site also includes an e-commerce page.
With the development of The Williams Group website, we created a visually engaging site. We built the custom falling feather animation using JavaScript and CSS. This project exclusively used Gutenberg blocks, allowing for easy content updates.
Additionally, we implemented WooCommerce and PayPal integration to handle online transactions, along with custom WooCommerce modifications to tailor the shopping experience to the client's needs.
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