Old-School Tricks Still Pay Off for This 11-Year-Old Branding Agency

Beardwood builds brands from the ground up

Who (L. to r.) creative director Sarah Williams, founder Julia Beardwood and managing partner Ryan Lynch
What Brand development shop
Where New York

In an age of digitally driven insights, Beardwood & Co. builds brands by sticking to traditional tried-and-true tactics—like conducting polls, research and ethnography. "For a brand to be successful, it needs to be designed for you to want to reach out and grab it," explained managing partner Ryan Lynch. That approach has paid off for clients like Westin Hotels, Honest Tea and Bath & Body Works. When Westin sought to position itself as a brand tied to wellness, Beardwood found that consumers want to pick their own definition of wellness and that bright colors spark inspiration. The result: a colorful campaign with a clean design that ran across Westin's marketing collateral, including room service menus, website and email. "That sense of using visuals to help articulate insights is something we have made core to our process," said founder Julia Beardwood.

This story first appeared in the Nov. 2 issue of Adweek magazine. Click here to subscribe.