// Making beautiful work, work harder.
Client: Julie, Founder of whitewood
Overview
Brand + Website + Creative Support:
→ Brand Direction + Visual Identity
→ Brand Messaging
→ Squarespace Website
→ Business Cards
→ Templates
→ Email Signatures
→ Signage
→ Ongoing Website + Creative Support
The Ask
Julie came to me at a busy point in her business. Whitewood had been established for years, with a strong body of work and most new business coming through referrals, but the brand and website hadn't really kept up with the standard of the work.
She wanted to start fresh with both, along with all the practical pieces her team needed day-to-day. The brief was pretty simple: make it beautiful, make it feel like Whitewood, and make sure it actually worked for them.
The Plan
Whitewood's work already has so much visual strength, so there was no need to overcomplicate the brand around it.
We kept the identity simple and considered, with a visual direction that felt aligned with Whitewood's approach to interiors — warm, refined and understated, with enough personality to feel distinct. The same thinking carried into the website, where the projects could do most of the visual work while the structure and messaging made it easier to understand Whitewood, what they do and how they work.
But just as important was thinking about how everything would work behind the scenes.
Julie and her team needed to be able to update the website, put together presentations and proposals, send emails and create the everyday things a busy studio needs without reinventing them every time. So we built out the brand across those practical touchpoints too, keeping everything simple enough for the team to actually use.
The Outcome
What started as a new brand and website became a much more complete system for Whitewood.
The new identity gives the studio a visual presence that feels much more reflective of the quality of their work, while the website brings their projects, services and story together in one place without competing with the interiors themselves.
And then there are all the less exciting but equally important pieces — business cards, email signatures, presentation and proposal templates, social assets and the little website updates that keep everything working.
I've continued working with Julie through Creative Support as new things come up, which means the brand can keep evolving without every new requirement turning into another big project.
The end result is simple on purpose: a brand that looks good, feels like Whitewood and, most importantly, works for the people actually using it.
“Working with Alana has given Whitewood a brand and website that finally feel like us, and reflect the quality of the work we produce.
There was a disconnect between the work we were producing and how the business was being presented. Alana took the time to understand what we do, where we wanted to go and what wasn’t working. The new website lets our projects take centre stage, makes it easy to explore our residential, commercial and hospitality work, and is simple for our team to manage as things change.
Alana has also been a great creative support beyond the initial project, helping with everything from presentations and stationery to ongoing creative work. I know I can bring an idea to her and she’ll help me make sense of it and turn it into something that feels right. I’m really happy with where Whitewood is now and proud that our brand finally reflects the level of work we’re doing.”