Hewson
Bringing strategy and edge to a gift consultant
Visioncasting / Brand Strategy / Brand Design / Squarespace Web Design + Dev — Brooklyn, New York
Brand Evolution
Where Hewson Began…
Melanie has been working in gifting on the corporate level for over a decade. She has relationships with hundreds of companies, a brain that is basically like the Google of “Where can I find a candle that …”, and an instinct about what special touches a brand can institute to enhance a client’s experience. Enter Hewson: a brand new business where she helps both corporations and small businesses create a streamlined process for beautiful gift giving. She wanted a website that made it clear what she did and clear that she was really good at it.
Where Hewson Is Headed…
Melanie wants to save her clients time while curating beautiful gifts that mean something. She wants to incorporate gifts that give back and feel meaningful to the recipient. So her brand and website need to be inviting, warm, and clear. Gift consulting is not necessarily well-known, but the people who find her want what she has to offer. She wants to lift up everyone she works with: the company she works for, the clients they serve, and the companies she purchases gifts from. We needed to design a site that fit all three parties involved.
Brand Keywords
Cultivated — Supportive — Empowering — Trustworthy — Strategic
Target Audience
Katie, 34, runs a small copywriting agency and works with almost 50 clients a year. Her brand is cozy like a warm house, but still elevated. She needs gifts that match the investment her clients make (anywhere between $2,000-$6,000) but also feel warm and homey. Giving back is extremely important to her and she loves the idea of supporting local, women-owned businesses. She is too busy to curate a meaningful gift but absolutely wants her clients to feel appreciated and valued.
Visual Rationale
Because Hewson will serve both large corporate clients and small businesses, we needed a visual approach that worked for both. We wanted the brand to look approachable, personal, but a touch cheeky. We kept the visuals modern and simple, but got more creative with some brand elements to switch out depending on which clients see a deliverable. The sans serif font has a clean and crisp feeling, leaning into the brand vision of intention, strategy, and purpose.
In Melanie’s Words
“When I first engaged Lydia and her team at Telltale Design, I was working full time with a newborn and had a basic concept for the type of business I wanted to build but no roadmap on how to get there. I needed both strategic direction and full visual identity designed including customized gift packaging and a variety of logos to speak to my two target audiences – small and corporate businesses. Lydia held my hand the entire way, educating me on the process, her recommendations for logotypes and color psychology as well as pricing structure support and performing competitor analysis all to identify how best to structure and design my company to stand out in a competitive and saturated market.
Lydia truly made me feel like a partner in the process. She empowered me in areas that were blind spots in my own initial conception of how I wanted my business to look and feel, she pushed me when she and her team were confident in their design and direction but also heard feedback and thoughtfully applied where needed. I would give a resounding recommendation to anyone considering hiring Lydia and her team. They will treat your company and brand with as much TLC as they would their own – your success is their success and everything they do is to support you achieving your goals and more!”