iWILL & TRUST

A brand that appeals to individuals who are considering estate planning

BRAND IDENTITY & STRATEGY

GRAPHIC DESIGN

PHOTOGRAPHY

ILLUSTRATION

EDITORIAL DESIGN

iWillandTrust is the only attorney-review website where users can create a will or living trust, durable power of attorney, healthcare power of attorney or a living will. iWillandTrust came to Locus Studios with a branding crisis. After several failed attempts to create an impactful identity, the client approached our team to assist in the creation of a logo, branding package, and marketing collateral.

Challenge

Take the legal client’s vision and translate those ideas into a brand that appeals to individuals who are considering estate planning.

SOLUTION

After facilitating a discussion with the client to help reach a direction for the brand’s aesthetic, Locus Studios created a flexible brand that is playful yet professional. The use of a hand-drawn tree symbolizes growth and stability. In addition to the logo, we created a brand standards guide to outline key elements and proper brand use.

BRAND Identity & Strategy

To properly capture the client’s vision, a kickoff meeting was established to review previous examples, develop a timeline and to determine the scope of the project. Once a clear direction was established, our team began concepting and refining designs into three proofs presented to the client. 

The end result is a hand-illustrated logo that represents a tree. Playful in approach yet professional in execution, the logo reflects stability, trust and expertise.

Icon System

Mirroring the approach of the logo, the icon system adopts the same playful nature of the logo mark, tying the elements together and making a cohesive package. The icon system is now being used on iWillandTrust.com.

GRAPHIC DESIGN

Direct Mailer & Brochere

As iWillandTrust continues to grow, the need for additional marketing collateral also increases. To assist in further visibility, Locus Studios created a direct mailer and brochure promoting the iWillandTrust’s message.

 

Business Cards

To assist in the marketing of iWillandTrust, Locus Studios created simple business cards using the finalized logo and branded colors.