WEBSITE DESIGN + BRAND REFRESH
Heritage Timber Wrights
An expressive identity and digital home for a craft-led Maine timber framing studio.
My Role
Brand strategy, identity, copy, website design + build
Platform
Squarespace
Industry
Timber framing + design/build
Give a highly skilled team a brand as specific as its work.
Heritage Timber Wrights needed to express both sides of the business: time-honored craft and a progressive, creative approach to building. The new experience had to organize a broad set of services, communicate an environmental point of view, and feel welcoming to clients with ambitious ideas.
— The Opportunity
— Evolving The Identity
Preserve what mattered. Refine how it showed up.
The original identity featured a timber-frame building shape that had become recognizable to the company and its clients. Rather than replacing it, I refined the familiar structure into a cleaner, more versatile mark.
Original Identity
A recognizable building form with limited flexibility across formats.
Refined identity
The familiar timber-frame silhouette, simplified for clarity and versatility.
-
01
Preserved recognition
Retained the original roofline and exposed timber-frame structure
-
02
Improved versatility
Removed texture and excess detail for clearer reproduction at every size.
-
03
Created cohesion
Introduced a unified palette, typography system, and responsive logo suite.
— A Flexible Logo System
One identity, shaped for every setting.
The updated system includes horizontal, stacked, and icon variations designed to work consistently across the website, print materials, signage, and smaller digital applications.
Color system · Natural neutrals and grounded greens connect the identity to the materials and landscape surrounding the work.
— Identity in Application
Made tangible.
The finished identity extends beyond the screen through tactile, practical brand pieces. The business cards pair a hand-rendered workshop illustration with the simplified mark, deep forest color, and the “Crafted with Care” positioning.
— Key Design Decisions
Build a world around the care in the craft.
Own a clear point of view
“Crafted with Care” became the throughline—connecting the team’s approach to people, materials, forests, and the structures they leave behind.
Balance heritage and possibility
Etched, hand-drawn details and warm editorial type evoke tradition, while spacious layouts and direct language keep the brand fresh and forward-looking.
Make a broad practice coherent
Services were organized into an approachable system spanning house design and build, barns, trusses, timber accents, insulation, and interior work.
Bring sustainability into the story
Native species, low-impact forestry, wood-fiber insulation, and energy-conscious building are presented as part of the process—not a separate marketing claim.
A flexible brand system designed to live beyond the website.
— What I delivered
Brand strategy and positioning
Logo refresh and visual direction
Color and typography system
Website architecture and copy
Responsive Squarespace design + build
Brand guide, business cards, and apparel direction
The Result
A memorable, flexible identity that feels both established and unmistakably human.
The finished system helps Heritage Timber Wrights tell a more complete story: what the team makes, how it works, and the values behind every choice. The website serves as the center of a brand that can extend naturally into proposals, apparel, social content, and the jobsite.