I teamed up with founder Nick to develop a brand identity and website that set Willow apart from competitors like Angie’s List. Using the shape of an A-frame house, I created a simple geometric mark that resembles a clean, three-dimensional home. The logotype was designed to instill trust and credibility, drawing inspiration from the visual language of a signature. The goal was a polished yet friendly aesthetic that resonates with their audience and supports a seamless, personalized home-service experience.