Caswell Window & Door

Background

Caswell Window & Door (CWD) is a family-owned and operated team of window experts in Michigan. The CWD showroom is located in White Lake, Michigan, where they work with clients to pick out the best window products for their homes or businesses.

Walk into the showroom, and you'll likely be greeted by David or Alexis Caswell. David's father, Roy Caswell, started Caswell Window & Door in 1954 with the motto - "Select only optimal materials installed by professionals committed to a tradition of craftsmanship,"

Seventy years later, the business is as strong as ever. As time went on, the Caswell team needed a refined brand identity. One where they had all the correct logo design files to create consistency across customer touch points - from company vehicles to marketing material to company apparel. David Caswell got in touch with Launch Kit via a mutual connection Jim Schoenle, and we got started on a Logo Kit project.

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Scope of Work - Logo Kit

• Exploration workshop.
• Moodboard assembly.
• Logo design.
• Color palette.
• Font selection.
• Brand kit assembly.

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Logo Design Experience

To get the ball rolling, Launch Kit staff members Emily Van Til and Kevin Kamis headed over to White Lake, Michigan, to visit the Caswell Window & Door office and meet David and Alexis Caswell.

We sat down for a conversation to learn about the company's history, values, and goals for the upcoming years. From that conversation, we were able to learn what the Caswell team prioritized and where they would look to take things in the future.

This information is what we used to dive into the logo design process. Launch Kit Graphic Designer Emily Van Til began sketching various logo design concepts communicating hospitality, professionalism, and warmth.

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Through our collaborative revision process, we nailed down a charming color palette that will stand the test of time. For the mark, we shifted focus to create a logo design that was crystal clear about the services Caswell Window & Door provides.

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Logo Kit Results

To bring this project together, Emily Van Til constructed the official Caswell Window & Door Logo Kit, which contains their horizontal and vertical logo along with the mark (perfect for social media profile photos.)

The Logo Kit is built in a way that makes it easy always to have the right logo handy. The Logo Kit ensures that the Caswell Window & Door logo is always displayed in the correct manner.

We had a great time collaborating with David and Alexis Caswell on this project and are excited to move on to phase two, a website.

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