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.
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.
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.