A major rebrand is more than just a fresh look. It is a journey of discovery, strategy, refinement, and countless hours of careful execution. While the world typically only sees the final product, we wanted to reveal the depth of effort that went into this transformation.

I’m thankful for everything that has worked and even the things that have failed. Thankful for all we tried and made up as we went along.

Over a year ago, Willful embarked on a rebrand. After more than two years of growth, Willful needed an identity that matched our reputation and our ambitions. Our previous brand served us well, but we've expanded and matured since that first logo was drawn on a napkin. It was time to give Willful the Willful treatment.

Some brands are instantaneously recognizable by a single color, which is why color is one of the most important elements to consider when developing a new brand.

Your logo is an important piece of the brand, but your brand is much more than just a logo.