OUR CLIENT
ENGAGEMENT | BRAND IDENTITY DESIGN
Connections that Matter
Brand Refresh and Website Redesign for the World Millwork Alliance
OVERVIEW
The World Millwork Alliance (WMA) serves as a vital link in the wholesale distribution chain, advocating for the growth and prosperity of the millwork industry. As a longstanding advocate for a skilled workforce and innovative millwork solutions, WMA unites the most successful professionals in the field, offering robust opportunities for networking and professional development. With a membership comprising distributors, manufacturers, and group purchasing leaders, WMA is committed to fostering a thriving millwork community.
Recognizing the need to enhance its market presence and more effectively communicate its mission, WMA partnered with Heartwood Brands for a significant brand refresh and website redesign. This strategic collaboration focused on modernizing WMA's branding to reflect its high-end membership base while preserving the organization's storied history. Our team developed a comprehensive brand strategy and crafted a new visual identity that aligns with the contemporary aesthetic and professional standards of WMA’s members. The brand refresh was carefully designed to appeal to both existing stakeholders and potential new members by emphasizing WMA's dedication to advocacy, innovation, and industry support. The revitalized website serves as a dynamic resource for the millwork industry, embodying WMA’s leadership and commitment to the future of millwork.
SERVICES PROVIDED
VISUAL IDENTITY
BRAND STRATEGY
UI/UX DESIGN
WEB DEVELOPMENT
MOTION GRAPHICS
THE CHALLENGE
Over its 94-year history, World Millwork Alliance has undergone several name changes, each reflecting a new phase of its evolution and presenting a unique branding challenge. As the organization prepared for its latest transformation, there was a strong desire to update the logo in a way that not only retained its recognizability but also resonated with the sophisticated design sensibilities of its members. The challenge was to craft a logo that seamlessly blends the historical identity of WMA with a modern aesthetic that appeals to a high-end audience. Our goal was to refine the existing logo to enhance its visual appeal and communication effectiveness, ensuring it represents the prestige and professionalism of the WMA while staying true to its rich heritage.
Original Logo
New Logo
BRAND APPLICATION EXAMPLES
Brand Manual
To ensure the seamless and impactful deployment of the WMA’s new brand identity across various digital and traditional platforms, we crafted a detailed Digital Brand Manual. This valuable resource enables the WMA team to apply their brand consistently and effectively. The manual provides detailed guidelines on the appropriate usage of all brand assets, including logos, color schemes, typography, and additional brand elements. It also outlines the photographic style that aligns with the brand’s revamped identity, ensuring every aspect of Brewco's communication is coherent and on-brand.
