Naming
Logo and Brand System Design
Website Design
Sales Collateral
Exhibit Design
PaleoWest had grown rapidly beyond its regional roots and wanted to turn that momentum into a truly global brand. The cultural and natural heritage management company needed a new identity that would resonate across diverse markets and carry a more inclusive message around the world.
A business-forward strategy had helped drive the organization’s expansion, but it lacked the emotional resonance to support the next stage of growth. We saw an opportunity to tell a richer story – one that would appeal to developers, government entities, and global communities alike, while reinforcing the company’s role as stewards of cultural and natural heritage.
S3 McMillan drew on the company’s role as cultural conservators to craft a new name: Chronicle Heritage. This descriptive moniker honors the past while positioning the brand for future relevance and reach. From there, we built a striking visual identity and brand system that expressed the company’s promise with clarity and confidence – across a new website, sales materials, exhibit design, and more.
Won Gold for Best Corporate Rebrand at the 2023 Transform Awards, New York
Positioned the brand for global expansion and partnership growth
Elevated visibility and reputation across client and industry audiences
The Chronicle Heritage brand design system arises from a glyph-like logomark that communicates the company’s two realms of operations—below the horizon line, where cultural resources are often found, and above, where the knowledge unearthed emanates like sunlight.
The system uses heavy line weights and confident curves that encourage trust in the company’s expertise. And when deconstructed, the system provides a set of graphic devices that advertise the company’s global reach.
The system uses heavy line weights and confident curves that encourage trust in the company’s expertise. And when deconstructed, the system provides a set of graphic devices that advertise the company’s global reach.
The appropriately organic color palette rests on a brown as deep as the earth and a vigorous ochre that pays homage to the bronze of antiquity.
Chronicle Heritage and S3 McMillan took home the Gold for Best Corporate Rebrand at the 2023 Transform Awards in New York, proving that digging deep uncovers the richest rewards.
