Meet Zwolf. Crafting a fully-powered brand for an expert strategist
SERVICES PROVIDED
Art Direction
Strategy
Branding
Website Design
PRESS & AWARDS
Typewolf Site of the Day
Awarded a Typographic Certificate of Excellence in the Type Director's Club annual Communication Design Competition
the challenge
Forge a whip-smart brand identity for the reintroduction of an industry maven.
outer context
Founder and total badass Heidi Hackemer approached us with the goal of launching a new evolution of her brand strategy practice. After many years of experience and an incredible track record, which includes the Obama White House, Lululemon, and major institutions, Heidi was ready to launch zwolf. She refers to it as "assassin style" strategy work, where Heidi assembles the perfect team to rise to the occasion, partner with senior leaders, and unsarcastically, change the world.
To match her wicked smart partners and clients, she needed a brand that had a tight, sharp system and packed a powerful visual punch.
our move
We crafted a brand with visuals that are steeped in meaning and gave her a narrative that is as eloquent and impactful as she is.
the challenge
Forge a whip-smart brand identity for the reintroduction of an industry maven.
SERVICES PROVIDED
Art Direction
Strategy
Branding
Website Design
outer context
Founder and total badass Heidi Hackemer approached us with the goal of launching a new evolution of her brand strategy practice. After many years of experience and an incredible track record, which includes the Obama White House, Lululemon, and major institutions, Heidi was ready to launch zwolf. She refers to it as "assassin style" strategy work, where Heidi assembles the perfect team to rise to the occasion, partner with senior leaders, and unsarcastically, change the world.
To match her wicked smart partners and clients, she needed a brand that had a tight, sharp system and packed a powerful visual punch.
our move
We crafted a brand with visuals that are steeped in meaning and gave her a narrative that is as eloquent and impactful as she is.
PRESS & AWARDS
Typewolf Site of the Day
Awarded a Typographic Certificate of Excellence in the Type Director's Club annual Communication Design Competition
zwolf translates to the number 12 in German. Not only did we utilize that to create Heidi's bespoke mark, but we built the entire brand system on a tight, 12 column grid.
zwolf
achievements
cohort:one
Through zwolf, Heidi launched COHORT:ONE, a radical brand strategy education iniative. C:ONE trains BIPOC & LQBTQIA strategists, and pays them while doing it. The inaugural class kicked off in fall of 2020.
Branding for a Branding Expert
Presenting our proposed brand strategy to a leading brand strategist is one of the more nerve-racking meetings we have prepared for. Luckily, we were working with a true pro and empathetic collaborator. Our entire process, from initial meetings and on-going discussions were in-depth and stimulating, leading each brilliant aspect of Heidi's work to be incorporated into her brand.
DUALITY
Even in our very first meetings, we could see the complexity that Heidi brings to her work. Together, we defined four 'magic tensions' or dualities that informed many aspects of the brand including color, shape, and texture.
DELIVERABLES
We were able to provide zwolf strategy with a selection of usable digital deliverables that included editable templates and a semi-customized site, which you can view here.
TYPE
Bold but legible typography pairs perfectly with the overall structure and power of the brand, as well as Heidi’s no bullshit attitude.
As usual, our nightcap on the project is a set of brand standards that will assist Heidi as she continues to create and make work for zwolf's ongoing success.
As usual, our nightcap on the project is a set of brand standards that will assist Heidi as she continues to create and make work for zwolf's ongoing success.
words from the founder
Studio HMVD just gets it.
I came to them to do what is arguably the most important assignment for me: help me articulate my brand and create an accompanying brand identity. This work was so important because I'm a brand strategist myself, I've done this work for others many times, I have high standards and I needed it to be right. Needless to say, the pressure was on.
Across the board, they were brilliant at both pushing me and also collaborating. They are very smart, incredibly thoughtful, understand the pulse of culture and have a keen design eye.
And they're fantastic partners — everything came in on time, communication was on point and the working relationship was really easy.
— Heidi hackemer, zwolf founder
words from the founder
Studio HMVD just gets it.
I came to them to do what is arguably the most important assignment for me: help me articulate my brand and create an accompanying brand identity. This work was so important because I'm a brand strategist myself, I've done this work for others many times, I have high standards and I needed it to be right. Needless to say, the pressure was on.
Across the board, they were brilliant at both pushing me and also collaborating. They are very smart, incredibly thoughtful, understand the pulse of culture and have a keen design eye.
And they're fantastic partners — everything came in on time, communication was on point and the working relationship was really easy.
— Heidi hackemer, zwolf founder
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