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will&co.

will&co.

CANADev, 2020

Located in the heart of Allentown, Pennsylvania's business district, will&co. is a food hall celebrating local food and craft culture. Ashton's approach is grounded in the history of Allentown. The brand name, will&co., is inspired by the city's founder, William Allen, who established the city, plus the people building its community today.

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Identity /  Web & Social / Environments
Logo Design
Identity Development
Naming & Story Development
Web & Mobile Site Design
Responsive & Mobile Development
Architectural Signage
Supergraphics

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Will&co.’s design blends the old with the new by pairing historical references from the Arts & Crafts Movement of the 1800s with contemporary design aesthetics. 

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The wordmark strategically uses color and the ampersand to draw the letterforms together into a cohesive mark that highlights will&co.’s collaborative spirit. 

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Will&co.’s website and social media platforms are warm and inviting—highlighting the restaurants, the people, and the foods that bring the space to life. 

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Ashton designed exterior canopy signage and interior wayfinding graphics, murals, and tenant signage to create a cohesive experience for visitors to the space.

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Rendering by AE7

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