Committed to people.
Visual Identity Design, Logo Design, Graphic Design
Completed for Western Sky Creative
Fairfield Watson is an integrated benefits consulting firm helping Canadian employers design competitive, cost-effective employee benefits plans while addressing employee and executive needs in an ever-changing health and wellness environment.
Their primary goal is to become a trusted partner in identifying the most cost-effective and suitable benefit arrangements available. They work to ensure ongoing peace of mind through designing benefit plans that provide clear, certain and comprehensive protection for a company’s most valuable resource — their people.
-
Fairfield Watson faced a key transition as they moved away from the “& Lewis” part of their name, seeking a refreshed brand identity to reflect their evolving vision. The principals, Ian Watson and Tony Fairfield, wanted to establish a brand that embodied their values of trust, client commitment, and community focus while ensuring consistency across all channels.
The challenge was to create a modern, cohesive brand identity that would:Emphasize their client-first approach and unmatched expertise.
Evoke feelings of trust, care, and professionalism.
Support their goal of sustainable growth and talent attraction.
Enhance their marketing and networking efforts with consistency across all touchpoints.
Solution
To address Fairfield Watson’s goals, I developed a comprehensive brand identity package that included a redesigned logo, updated corporate stationery, and a refreshed visual identity.
Logo Redesign
The new logo features a stylized “F” and “W,” resembling clasping hands, symbolizing Fairfield Watson’s commitment to relationships, trust, and protection.
A modern sans-serif typeface, Avenir, was chosen to evoke approachability and professionalism.
Color Palette
A cool-toned palette of blues and greens was selected to represent trust, stability, confidence, growth, calm, and safety—qualities that resonate with Fairfield Watson’s brand values.
Visual Identity
Moodboards were created to explore creative directions, followed by refined brand identity concepts that reflected the company’s core principles.
Corporate assets such as business cards, letterhead, email signatures, and a brand guidelines document were designed to ensure consistency across all marketing channels.
Brand Messaging
Reinforced the tagline, “Committed to People,” to align with the company’s client-first approach and community-minded ethos.
Supporting Materials
Designed templates for reports, proposals, and presentations to maintain a cohesive and professional presence across all client-facing materials.
Results
The refreshed brand identity successfully captured the essence of Fairfield Watson’s values and vision, resulting in overwhelmingly positive feedback:
The principals and team were thrilled with the outcome and proud to showcase their new identity to clients and partners.
The new branding enhanced the firm’s reputation, contributing to steady growth and increased customer acquisition.
Fairfield Watson’s commitment to excellence and service was further validated through their recent merger with Acera Insurance.
