Hasson

Hasson Company was at a crossroads. With a legendary founder, a strong market position and top producing agents, they could continue doing what had always worked. Or, they could acknowledge an increasingly competitive landscape and fortify their brand for the future. We got to work.

What came next was wonderfully fulfilling work that included a completely new identity system and a virtual brand launch event in the first couple months of the global pandemic.

Work completed while at 1000watt

A reflection of our place

After brand strategy and story were established we got to work on a visual system worthy of the compelling company it represented. I wanted the visual approach to be anchored in the idea that the brand should act as a mirror to the Pacific Northwest, reflecting the beautiful contrasts that exist here. From coastal landscapes and high desert vistas to suburban and urban environments, the brand needed to exist in and reflect a diverse geography.

The identity system was inspired by the hues and textures of the natural environments found in the Pacific Northwest. Each color in the palette is pulled from a geological feature or area in the region, culminating in an array of vibrant green tones that are activated by warmer, earthier colors.

As we began our design process we noticed that the Hasson name had a beautifully balanced symmetry. Bookended by the two, strong vertical lines that make up the "H" and "N," the openness of the "A" and "O," and the repetition of the double "S's" this wordmark had everything we needed to create striking typographic patterns. These expressions, made from both the company name and the tagline further amplify the importance the founder has had on the company and culture.

We helped Hasson announce the rebrand to its agents in a way that would maximize impact and excitement. This included internal messaging and assets like a landing page highlighting the rebrand and story.