Farwest Line Specialties Brand Identity
May 2024 - Ongoing

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Brief Modernize a heritage brand while honoring decades of industry legacy and customer trust.

The Opportunity Farwest Line Specialties is an established player in the utility and telecommunications industry with deep roots and strong customer loyalty built over decades. However, their visual identity had become dated and no longer reflected the company's current capabilities or market position. Leadership wanted to modernize the brand for today's standards—updating typography, refreshing the color palette, and improving versatility across digital and print—but the refresh had to respect the heritage that made the brand trusted in the first place. The challenge was evolution, not revolution: honoring what customers recognized while signaling that the company remains current and capable.

My Role Lead Brand Designer—responsible for visual identity refresh, maintaining brand equity, and ensuring the redesign honored the company's legacy while meeting modern design standards.

Process- Conducted stakeholder interviews to understand the brand's history, values, and what elements were most important to preserve
- Analyzed the original identity to identify core equity—recognizable marks, color relationships, and visual qualities worth maintaining
- Modernized typography, moving from dated typefaces to contemporary options that felt fresh while honoring the original spirit
- Refreshed the color palette for better application across digital and print while maintaining color recognition from the original brand
- Updated the logo mark for improved scalability, legibility at small sizes, and contemporary design standards
- Designed a flexible system that accommodates the company's diverse service offerings and market segments
- Created comprehensive brand guidelines ensuring consistent application across all touchpoints

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