case study
Beacon Creative's Successful Rebranding and Web Development for Wellesley Historical Society
The Challenge
Wellesley Historical Society approached Beacon Creative after observing our successful renovation of Lexington Historical Society’s website. The society was grappling with multiple challenges that were impeding its growth. Their logo, an overly detailed and unclear representation of the town hall (with which they had no affiliation), was in desperate need of a makeover. Additionally, their website was clunky and inefficient, which reflected poorly on their brand and made it challenging for members and visitors to find information. The society was also planning a capital campaign to fund the restoration and renovation of the Stanwood House. The building was set to become the Wellesley History Center, housing exhibitions, research space, offices, and temperature-controlled archival storage.
The Objective
The society needed a fresh, inviting logo that reflected the essence of Wellesley town and a brand identity that would help reshape their digital footprint. The goal was to increase membership and secure funding for their capital campaign through a modern, user-friendly, and engaging website.
The Process
To successfully transform the Society’s image, we engaged in a collaborative process with the Society president and the website committee. We held a series of brainstorming sessions to pinpoint their aspirations and understand their unique requirements for the rebranding and new website. We then synthesized their inputs into a general timeline and a list of benchmark tasks that served as our project roadmap.
When conceptualizing the new logo, we agreed that it needed to represent a key symbol of the town. We decided on the Isaac Sprague Memorial Clocktower, an iconic landmark that would resonate with residents and visitors. Additionally, we made a clever addition to the logo by setting the clocktower time at 4:06, the founding time of the town.
To add a modern touch, we chose a clean sans serif font for the logo. It was crucial to ensure the font was not just aesthetically pleasing but also accessible in both large and small formats across desktop and mobile devices. All heading fonts were set in small caps, maintaining aesthetics and ease of reading.
The Society decided on a blue primary color for their brand identity. Our team then identified two complimentary accent colors - a heritage red to match the new door paint color for the Tollhouse, and a warm yellow to add a soft contrast.
Upon finalizing the brand identity, we then transitioned to the website development phase. We conducted planning meetings to discuss the project timeline, benchmark deadlines, and the Society's content needs.
The website was designed on Squarespace due to its intuitive interface that allows easy edits without requiring professional assistance. As Squarespace Circle Members, we were also able to extend a 20% discount on the first year of hosting to the Society, a significant saving considering their sensitive budget.
The Solution
After two months of bi-monthly meetings, feedback sessions, and adjustments, we completed a modern, clean, and accessible website that the Society was proud to showcase. The new website was SEO optimized, had redirects to close any dead link loops, and came with a sleek mobile-friendly version, making it user-friendly and optimized for today's digital environment.
The Result
The extensive rebranding and web development process culminated in the creation of a modern, professional, and accessible brand image that the Society was delighted to share. The logo, with its nod to the iconic town landmark and clever use of the town's founding time, resonated with the residents, members, and potential donors, significantly enhancing the Society’s brand recognition.
The newly designed website drastically improved user experience, making it easy for visitors to find information and engage with the Society’s work. It is professional, visually pleasing, and optimized for the modern digital environment. The SEO optimization has increased visibility in search engines, and the redirecting of dead links ensured a seamless user experience.
The mobile-friendly version of the site has been especially well-received, reflecting the Society's understanding of their audience's evolving digital habits. This combination of improvements has made the website a valuable tool for driving an increase in membership and for garnering support for the capital campaign.
The Society reported a boost in their brand image, an uptick in memberships, and increased contributions towards their capital campaign following the launch of the new brand identity and website. The Wellesley Historical Society has expressed their high satisfaction with Beacon Creative's work, citing the collaborative approach and effective results. This project stands as a testament to Beacon Creative's commitment to delivering quality solutions that drive real results for our clients.
At Beacon Creative, we take pride in crafting unique, high-quality solutions that drive tangible results. Whether it's a rebranding, website overhaul, or optimizing your digital footprint, we're here to help. Our expert team is ready to understand your specific needs, collaborate on innovative ideas, and tailor a strategy just for you. Don't settle for less, let's embark on a journey to digital excellence together.