SA Allen Painting & Fine Finishing
SA Allen specializes in uncompromising painting and fine finishing for luxury homes. After the founder, Scott Allen, had passed, the new owners sought to honor his legacy of excellence in his craft by updating their branding and launching a brand new website.
This project started with a complete rebrand, including a name adjustment (which I’ve included below) - but since things rarely go as planned, we moved forward with adjusting a previous logo they had designed instead. Once the logo was settled, I designed and developed their new website, focused on showcasing their beautiful photography and making it easy as possible for users to reach out to them. The website reveal with the client led them to tears, as they felt it honored the founder’s legacy perfectly.
Rebrand & Visual direction
Initial Concepts - Unused
SA Allen’s target audience is home owners who want the best for their home - whether it’s their dwelling or an investment property. The goal with their rebrand was to exude premium value without being too uppity - something that feels familiar but aspirational. Some creative elements were inspired by architecture - clean lines, classic appeal, and timelessness.
Final Brand Direction
While SA Allen didn’t move forward with either of the Brand Directions I had planned (due to a board disagreement and not the quality of work), I did elevate their existing logo to better align with the general Creative Direction I had planned. Since this Brand Direction was a little busier than we had planned, we limited our color palette to let the photography shine on their website.
Website
The goal of the SA Allen website was to showcase their expertise and build trustworthiness of the brand. Their existing site hadn’t been updated since the company was founded, leaving a lot of room for improvement. By putting the emphasis on the stunning photography of their work, I was able to elevate the SA Allen website to where it deserved to be, all while honoring the late Scott Allen.
The client was so pleased with the result that tears were shed during the website reveal meeting.
