FEATURED CASE STUDY
FRANK LLOYD WRIGHT'S WESTCOTT HOUSE
BRAND STRATEGY / BRAND IDENTITY / VISUAL BRAND LANGUAGE
Brand strategy & repositioning of the house's visual and verbal brand while incorporating the Westcott Center for Architecture + Design.
Marta Wocjik, Executive Director/Curator at Frank Lloyd Wright’s Westcott House, approached us to reposition the house's visual and verbal brand while incorporating the newly formed Westcott Center for Architecture + Design.
Create a brand that was not just a literal interpretation of Wright’s design aesthetic, but something that would allow the house and center to stand alone within the world of other Wright house museums. Take inspiration not only from Wright, but also the industrialist for whom the house was designed.
A brand system was established that included one flexible visual language and three logomarks. One mark for the umbrella brand of Westcott, one mark to represent the house, and one mark to represent the newly formed center. Inspiration was taken from the unique aspects of the house and its materials as well as the automobile company founded by Burton Westcott, the client who commissioned Wright for the house design.
When confronted with a rebrand that is so closely associated with an iconic designer, fight the urge to replicate the designer's visual style. Instead replicate their approach and it will result in a brand that is truly unique with a set of ownable assets that will acquire their own equity over time.