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Wilkenfeld Speech Pathologists

Branding & Webdesign

After their many years in business and never having a website, the three Wilkenfeld sisters reached out to Padrón & Co for a complete rebrand and website design. This was the first rebrand project that I was given at Padrón and I really attempted to create something unique for this client, using elements of their current identity to inform their new look.


• Adobe Illustrator

Adobe InDesign

• Wordpress + Elementor


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Brand Audit

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Wilkenfeld's brand audit started simply with a lot of research into the company itself as well as competitor research to see where Wilkenfeld could fit into this wide and varied market.

When delving into the company as a whole, I found my primary source of inspiration in a watercolor painting of the Wilkenfeld's office: an inviting, warm, and comforting image that really captured the essence of what the Wilkenfeld sisters were aiming for. This image informed the aesthetic for the rebrand, inciting me to incorporate watercolor elements and soft color tones.

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Color Scheme

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The new color scheme came directly from the watercolor painting of the office to make a familiar and seamless transition from the old style to the new. Their former color pallet seemed to have used purple and green, and that was easily transferred to the new color palette by taking purple and green tones from the flowers and foliage in the watercolor painting.

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The new color scheme brings more life and energy to the pallet. Wilkenfeld's primary purple has been preserved as a tertiary color, and slight tone alterations were made to their previous green. Additional orange tones were added for vibrance and variety.

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Old Logo Design

Their previous logo felt dated and lacked personality with letters spaced very far apart.

Having "Speech," "Language,"  and "Learning Center" in a black box was unnecessary and made the design feel cluttered.

New Logo Design

The "W" has been altered slightly too reflect the image of a sound wave and has varying widths which imitates the ink outlining on Wilkenfeld's watercolor painting.

The center line and black box surrounding the text has been removed to provide a cleaner, more streamlined appearance.

The W can be used as an icon by itself, or with a speech bubble background.

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Logo Color Variations & Combinations


Website Illustrator Mockup


Final Website

After presenting the initial Illustrator mockup, Wilkenfeld loved the initial concept which followed through until the final version, but realized they didn't have as much content as originally planned. Due to this, the final design was condensed a bit for the change in content.

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