;A Brand Identity with Substance and Symbolism
With strategy and naming locked, Nadine Buckley led the design of the new brand identity. The logo centres on a bold “HW:” icon, where the colon isn’t decorative, it’s symbolic. It represents the moment of transition, from Hendry Warren to HW Partners. It also acts as an open-ended prompt: an invitation to what comes next.
The all-caps “HW” evokes professionalism and strength. The lowercase “partners” softens the tone and mirrors how the firm shows up; knowledgeable but approachable, structured but warm. The extended visual system includes a sector-aligned brand architecture, custom icons, photography direction, and a complete brand standards guide.
Transitioning to An All-New Brand
The HW Partners brand was brought to life across a wide range of materials, each one carefully created to reflect the firm’s new voice and visual clarity. We developed a full stationery package, presentation decks, signage, social media graphics, branded merchandise, and large-format pop-up banners for events and conferences.
Internal rollout materials included an invite to the team brand reveal and speaking notes for partners. We also delivered communications tools to support outreach, including a blog post, media release, and email announcement to clients. From the student recruitment brochure to the branded tent and table wrap (yes, really), every piece was crafted with purpose, precision, and consistency across formats, platforms, and touchpoints.
A Website Refecting Brand Personality
We also delivered an entirely redesigned and rewritten website, collaborating with Impeka for WordPress development and Lindsey Gibeau for photography. From wireframes to messaging to finished product, we designed the site to reflect the firm’s personality: confident, calm, and easy to work with. Team bios focus on people, not résumés. Plain language is used throughout, including information about services and sectors. And the structure makes it easy to see the depth of the firm’s expertise across estate planning, cross-border tax, business valuations, and more. Most importantly, the website reinforces what clients already know: HW Partners aren’t just “good with numbers.” They’re the kind of people you can call, trust, and talk to.
Today, HW Partners has a reimagined brand that accurately reflects the trust they’ve earned over two decades, and gives them room to grow. It feels true to the firm’s values, reflects the people behind it, and resonates with clients who need more than compliance, they need conversation, insight, and steady advice.
If you’re ready to reimagive or launch a new brand, we’re here to help.
Contact us to start the conversation today.
