Willow Way Advisors: Case Study

Client: Willow Way Advisors (Evan Wooton)Industry: Business Advisory & Fractional Financial ServicesScope: Logo design and visual identity

The challenge

Willow Way Advisors sought a refined, high-trust logo design for a new business consulting and fractional CFO firm. The goal was to establish immediate credibility with business owners through a modern, typography-first aesthetic rather than a decorative or trendy look.

Our approach

We presented concepts ranging from serif wordmarks in boxes to geometric “W” icons, then dropped non-aligned directions and pivoted toward bespoke typography. Through typographic customization, kerning adjustments, and revisions, the selected direction became a customized wordmark paired with an abstracted arch “W” icon.

What we delivered

• A custom typographic wordmark
• An abstracted arch “W” icon
• Vector and raster logo formats: AI, SVG, PNG, and JPG
• Brand fonts and color variations

The result

Willow Way Advisors selected and approved Concept 22, featuring the customized wordmark and abstracted arch “W” icon. The client noted that the team followed their guidance, provided many options and revisions, and delivered a final design they love.