Hawthorn
Rebrand

about the project

Hawthorn, PNC Family Wealth provides wealth management services for ultra-affluent families. This group was looking to refresh the branding that they had used for years, moving toward something more modern that would still resonate with their wealthy clientele and evoke a sense of family legacy and tradition. The group also wanted the new branding to feel more cohesive with the rest of the PNC brand. This redesign included brochures, fact sheets, white papers, image libraries, and social media templates and graphics.

design challenges

​The group was wary about deviating too far from their original branding that they were so comfortable with, so I was tasked with developing a modern take on it without completely overhauling the existing look. The existing branding did not share many visual characteristics with the rest of PNC's brand, so I had to create commonalities without losing Hawthorn's distinctiveness.

design solutions

​The new Hawthorn look brings in more of the brand's grey to tie it in with PNC's other marketing collateral, as well as introducing some accents of PNC's orange. Full-color imagery is now utilized across the brand. Additionally, their Rotis Semi Serif font was swapped out for PNC Brand, as is used across PNC's marketing materials.

Overall, I created an updated look that brought an elevated coziness and liveliness to Hawthorn's existing branding, while tying it into the rest of the PNC brand.

A mockup of an open brochure, showing the front and back cover over a salmon-colored background. The front cover features a large image of a family walking through a field, with tall, semi-transparent gray bar over the left side. The bar features the white headline copy "Where family trees flourish" next to a blue bar, anchoring it to the side of the page. The Hawthorn logo is in the bottom righthand corner of the page. The back features an image of a smiling parent with their child on their back, along with some dark blue copy and disclosure at the bottom.A mockup of an open brochure, showing an inside spread over a blue background. The pages feature a light gray background with a thick white border. On the left, there is a dark gray sidebar that houses a blue bar anchoring the white headline copy. This page features body copy followed by an image of a parent and adult child on a boat. The right page features an image of a parent playing with their children on a couch, followed by more body copy.Mockups of three fact sheet/article layouts over a mustard background. Each features Hawthorn's dark gray, light gray, and dark blue color palette, with a header consisting of a gray background and full-color business imagery.A mockup of the front and back of an envelope over a salmon-colored background. The envelope is light gray and the front features a disconnected, blue bar along the left side and the Hawthorn logo in the top left corner.A mockup of the front and back of a notecard over a blue background. The front of the card is dark blue with a vertical bar on the left in silver foil. The Hawthorn Institute for Family Success logo lockup is in the center of the card, also in silver foil. On the back, there is a light gray background with a  white border and the same vertical bar on the lefthand side - but this time, in dark blue. The tagline "Where family trees flourish" is written in dark gray in the bottom righthand corner.A mockup of three iPhone screens featuring Linkedin posts, over a mustard background. They are mainly dark gray, light gray, and dark blue, and feature full-color imagery.A mockup of a 4-sided standee from three different angles. The standee features a dark gray footer bar along the bottom of each side that includes the Hawthorn Institute for Family Success logo. Each side has 3 sections that alternate between full-color imagery and light gray backgrounds with copy describing the services that IFS offers.