Premium Identity for a Real Estate Firm
DRESSING A LAW FIRM FOR THE DEAL, NOT THE COURTROOM
Hart & Wold needed to read as commercial counsel rather than a closing office, and the category offered nothing to build on. Navy and gold, columns, gavels, stock photography of skylines. Every firm looked like litigation, and none of them looked like property.
Our approach
The identity came out of the name. Hart is the Old English word for a red deer, and wold is high open woodland, so both partners' surnames point at land rather than law. That gave us permission to work in earth rather than institution. Oxblood and bone instead of navy and gold. An editorial serif set wide enough to feel considered. A circular HW monogram built to survive at foil-stamp scale and at sixteen pixels, so the same mark carries the card, the embossed folio and the favicon.
The result
A restrained system that holds its weight in a room full of navy. The card leads with the logotype at full bleed on oxblood, and the reverse carries only the monogram, the name, and the address, on the principle that a card handed across a closing table has one job three weeks later. The site extends the same palette into warm, out-of-focus interiors, which lets the firm show a workplace without resorting to skyline stock.
