WELCOME TO THE NEW WILLFUL.
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.
Our process is a major differentiator and a key part of our client’s success, so it was only appropriate that we go through the same experience with the Willful rebrand. Willful became the “client” with the same responsibilities as any other: initial discovery, exploration, timely feedback, and approvals.
We spent considerable time defining who we are, the market landscape, our primary audience, and our brand attributes. We compete in a category saturated with small shops, freelancers, agencies, and everything in between. While we share many of the same services and offerings, our proven process, decades of experience, and commitment to delivering results that cut through the clutter are unmatched.
The Logo
The logomark started with a W. We’re all about stacking Wins (and we’re Cub fans). We explored how we can create a W mark that was bold, modern, and progressive. A mark that was symbolic of our approach to move companies and brands forward.
Eventually, we found our mark: a bold, strong W with a sense of motion, simple and timeless. We paired it with a logotype built from a modified version of the Logik typeface. It carries a futuristic, eccentric flavor. The sharp, incised/stylised ink traps along with slightly tapered/curved horizontals and verticals add to the character of each letterform.
Why the change?
In today's fast-paced world, we understand the necessity of remaining proactive and adaptable to meet the evolving needs of our clients within an ever-shifting environment. With the launch of Willful 2.0, we reaffirm our dedication to innovation, growth, and excellence in all we do.
What does this mean for you?
We believe great things happen when creativity, passion, and purpose collide. While our brand may evolve, our commitment to providing exceptional service and delivering outstanding results to our clients remains the same. Our rebranding efforts are driven by a desire to serve our clients better, elevate our creative capabilities, and make a lasting impact in our communities.
Thank you for your continued support
We want to express our gratitude to every one of you who has supported us along the way. Whether you're a client, partner, team member, or friend of Willful, your trust, collaboration, and friendship have been instrumental in shaping who we are today.
Stay connected
To stay connected and get the latest news and updates about Willful 2.0, follow us on social media and subscribe to our newsletter. We can't wait to share more details with you in the coming weeks, so stay tuned for what promises to be an exciting and transformative journey.
