The Herald Group

REDEFINING ADVOCACY

The Herald Group is a Washington, D.C.-based full-service, bipartisan public affairs firm that develops and executes integrated advocacy campaigns for global corporations, industry associations, and nonprofits. The firm works in complex, highly regulated environments, bringing the reach and sophistication of a large agency with the focus, access, and responsiveness of a smaller strategic shop. To better reflect the Herald Group’s unique position and evolution, W|W reimagined the Group’s visual identity,  logo, and integrated branding. 

CREATING ALIGNMENT

To secure alignment on the brand platform, W|W led the leadership team through the Brand UnWorkshop, supported by a series of immersion exercises. This process helped W|W understand The Herald Group's unsassaible committment and value proposition that distinguishes it within a competitive public affairs landscape.

Through strategic discovery and audit work, W|W evaluated the firm’s existing marketing communications and completed a SWOT analysis to ensure that the refreshed identity better reflected The Herald Group of today and tomorrow. The new visual branding signals the bold, trustworthy, future-forward expertise that The Herald Group consistently delivers to its clients.

INTEGRATED DESIGN FOR ROBUST SOLUTIONS

W|W's integrated design approach created a diverse toolkit of color, typography, icons, and patterns into a cohesive system that translates efficiently across digital, print, social, and presentation environments. The result is a flexible brand architecture that feels polished without becoming rigid--critical for The Herald Group's high-stakes public affairs work.

STRATEGIC SIMPLIFICATION

In addition to delivering a comprehensive Brand Style Guide, W|W developed a suite of production-ready assets to support a smooth introduction of the new branding.  Collectively, these tools provide The Herald Group with a powerful, yet practical system for communicating.