HEATON SMITH

Legacy For The Making

Heaton Smith has long represented the gold standard in gift and legacy planning, advising nonprofits and donors with rare depth, precision, and care. But their presence in the market didn’t fully express the breadth of their thinking or the conviction behind their work.

We partnered directly with founder Dave Smith to evolve the brand from the inside out, refining positioning, developing a cohesive messaging framework, designing a new visual identity, and building a fully reimagined website that brings it all together. The result is a brand that matches Heaton Smith’s unmatched expertise with the passion and thoughtful stewardship that define their approach.

Woman smiling while seated on a couch surrounded by floating paper shapes, representing legacy and philanthropic giving for the Heaton Smith brand identity project.

DESIGN DIRECTION

The identity system is rooted in clarity and composure. A finely detailed serif brings nuance and gravitas, while a pragmatic sans serif introduces structure and restraint. Together, they create a tension between sophistication and precision which mirrors Heaton Smith’s ability to navigate complexity without losing focus.

The layouts emphasize balance, order, and breathing room. Clear hierarchies and intentional composition remove friction, allowing ideas to surface without distraction. A rich spectrum of blues conveys trust and depth, grounded by a warm canvas of neutrals that adds approachability and warmth. Every element works in concert to make advanced strategy feel steady, accessible, and deeply considered.

  • Positioning & brand foundation

  • Messaging framework

  • Visual identity system

  • Creative direction

  • Copywriting

  • Brand standards

  • Web design

Our Role

Heaton Smith wordmark with the tagline “Make Every Legacy Matter.”

THE LEGACY MARK

Inspired by the idea that legacy ripples outward over time, the Legacy Mark represents both echo and signal, the enduring impact of thoughtful philanthropy. It activates layouts as a supergraphic, introducing dimension and continuity across touchpoints. Whether subtle or prominent, it reinforces the central truth of the brand: today’s decisions shape tomorrow’s possibilities.

Portrait of an older woman with the phrase “Make Every Legacy Matter” set against a blue background with abstract paper shapes from the Heaton Smith brand identity.
Open brand booklet showing the Heaton Smith manifesto and brand principles as part of the identity system.
Two people in conversation with the headline “Philanthropy works best in partnership” demonstrating typography from the Heaton Smith brand identity.
Color palette for the Heaton Smith brand identity featuring Deep Navy, Promise Blue, Carolina Blue, Sea Oat, Linen and Crisp White.
Portrait of a woman with brand messaging demonstrating the Neue Haas Grotesk primary typeface for the Heaton Smith identity.
Heaton Smith branded letter of interest, stationery and business cards demonstrating the identity system.
Heaton Smith website homepage displayed on a laptop featuring the headline “Tomorrow’s legacies start today.”
Heaton Smith website design shown across desktop and mobile screens demonstrating the brand’s digital experience.

IN THEIR WORDS

“Your team was a perfect fit for Heaton Smith's needs, and we could not be more pleased with your work and the outcome. You challenged me, which I know was intentional. Our new website has received rave reviews from partners and clients, as has our new logo and updated color palette. Thank you, and well done.”

Dave Smith, Founder + CEO, Heaton Smith

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