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
Naming & Story Development
Web & Mobile Site Design
Responsive & Mobile Development
Will&co.’s design blends the old with the new by pairing historical references from the Arts & Crafts Movement of the 1800s with contemporary design aesthetics.
The wordmark strategically uses color and the ampersand to draw the letterforms together into a cohesive mark that highlights will&co.’s collaborative spirit.
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.
Ashton designed exterior canopy signage and interior wayfinding graphics, murals, and tenant signage to create a cohesive experience for visitors to the space.
Rendering by AE7