project scope.

Based in Littlestown, PA, Hawk Industries is a small-town company founded by Scott Hawk with deep local roots that is known and respected throughout the Mid-Atlantic states. Their mission is to be a leader in providing unmatched customer service while designing, manufacturing, and installing exceptionally crafted boothwork, seating, countertops, casework and bars. This tradition of excellence serves as the foundation for this complete rebrand from the ground up.

Conducted in phases for the past 8 months, I guided and dictated the creative direction for the entire Hawk Industries facelift which included: logo redesign, style guide, brand book, and website rebuild. Clearly projecting their mission to be an industry leader, the logo captures the confidence and stability from the brand archetypes, the Ruler and the Caregiver. The hawk logomark, while inspired by the owner’s last name, is a symbol of strength and decisiveness. Each color is selected with precision to invoke specific psychological feelings.

The brand book is 52-pages outlining their story, messaging, logo breakdown, color meanings, fonts, and target audience. Building upon the extensiveness of the brand book, the website rebuild was the final stage of the process. It is the pinnacle of integrating all of the phases that had come before it. Every element, every image, every layout is crafted with the Hawk Industries brand in mind.