IRONWOOD INSURANCE AGENCY: BRAND, LOGO, & WEBSITE DEVELOPMENT PROJECT
This project was on an expedited 4-week schedule. The final deliverables included an 7-page website, custom logo (including ~130 files total), custom letterhead document, dynamic email signature, and supporting brand and website guideline slidedecks and documents.
Moon photograph taken with a 600mm lens
Executive Summary
BRAND NARRATIVE
Ironwood evokes strength with roots. It is named for one of the toughest trees in nature, known for resilience, deep roots, and the ability to thrive in harsh conditions. The word blends iron (protection and steadiness) with wood (life and growth), mirroring what the brand promises to deliver.
SUMMARY OF DELIVERABLES
7-page Website
Custom Logo Suite (Favicon, Webclip, Open Graph, Box, Horizontal, Vertical)
Custom Letterhead Document
Dynamic Email Signature
Website and Logo Brand Guidelines (Slidedecks and Documents)
WEBSITE DESIGN
Ironwood Insurance Agency’s website is a bold, modern Webflow build with clean layouts, smooth animations, and consistent, brand-forward color use.
Clear, card-style navigation and friendly, memorable service descriptions make it easy for visitors to find the right personal or business insurance quickly.
THE “COPY”
I anchored the copy around the name “Ironwood” (tree), building a cohesive messaging theme of growth, strength, and long-term stability. That concept extended naturally into the idea of “branching out” into new opportunities with confidence, supported by the agents at Ironwood Insurance Agency.
I carried the same light, quirky voice into the descriptions of each coverage type, using approachable one-liners to make the offerings feel more human and memorable. For example, auto insurance “puts you back in the driver’s seat after life’s unexpected detours,” and personal umbrella insurance “keeps life’s biggest storms from soaking your success.”
DELIVERABLES
Developed an 7-page Webflow website for an insurance agency
Wrote ~50% of the site copy, including local-SEO-optimized page titles and header structure
Incorporated Ironwood (tree) style messaging throughout key sections (e.g., “growth,” “branching out,” “deep roots”)
Custom-designed and fully responsive across desktop, tablet, and mobile breakpoints
Sourced stock photography and created custom iconography/graphics, including:
Custom green service icons
A digital recreation of an award logo that previously had no online asset
Brand-colored visuals (e.g., headshot placeholder silhouettes, California map graphic, and additional supporting elements)
Built card-style navigation/selectors for Personal and Business Insurance offerings
Embedded Google Reviews
Integrated a promo pop-up card to display using custom code
Integrated a contact form with direct email-forwarding functionality
Optimized site structure, UI/UX, metadata, and on-page elements for local and general SEO
Built and implemented site-wide animations and motion effects
Delivered a final Google Drive handoff package, including:
Optimized image library (resized and renamed)
Custom icon library
Final Website Brand Guidelines deck and initial Identity & Discovery presentation PDFs
BRANDING & LOGO
This is a highly memorable symbol using dual two-toned leaves conjoined at their ends. The leaf plays on the word “Ironwood,” which is a type of tree. The wordmark is bold and represents authority, with a quirky leaf as the “i” dot. Together, it reflects a modern approach to branding and insurance.
PROTOTYPES
I created 20 preliminary prototypes. One was selected; from there, another 10 variations were created until we decided on a final.
DELIVERABLES
In total, I delivered approximately 130 files. Each logo has multiple color variations and file types, including:
PNG (72 ppi and 300 ppi)
JPEG (72 ppi and 300 ppi)
SVG
One master Adobe Illustrator file containing everything in one place
Included logo types (approx. 130 files total):
Favicon, Webclip, Open Graph, Box, Horizontal, Vertical
LOGO VARIANTS For any COLOR scheme
SUPPORTING ASSETS
EMAIL SIGNATURE
This minimalistic signature provides all essential business details in the most concise way. The signature is dynamic, meaning everything is hyperlinked (socials, phone, website, address).
LETTERHEAD DOCUMENT
I created a modern, clean letterhead template that tastefully ties into the logo design by subtly integrating the curved leaf shape into the header and footer. All essential business details are provided in the footer.