A New Home for a Beautiful Portfolio
Housewrights was founded in 1992 by a team of three craftsmen experienced in the building trades, science, technology and business. In those early years, the three partners designed, specified, estimated and built each and every project themselves, focusing on restoration, remodeling and expansions for older homes in Madison’s well-established neighborhoods. As their reputation for creative design and skilled execution grew, so did the company. The partners added staff, centralized our offices and improved finishing capabilities.
Housewrights was founded in 1992 by a team of three craftsmen experienced in the building trades, science, technology and business. In those early years, the three partners designed, specified, estimated and built each and every project themselves, focusing on restoration, remodeling and expansions for older homes in Madison’s well-established neighborhoods. As their reputation for creative design and skilled execution grew, so did the company. The partners added staff, centralized our offices and improved finishing capabilities.
If you’ve spent time in one of Madison’s older residential areas, chances are you’ve passed by a Housewrights project without even realizing it.
In 2024, the company entered a new chapter as part of Forgewell, a larger corporate family of construction and design firms. With growth on the horizon, the company wanted to professionalize its brand identity and modernize its online presence, which included a complete overhaul of housewrights.com. The goal: reflect the company’s artisanal roots while positioning it for continued success and scale.
Building the Brand
Prior to our part of the project, the Housewrights team underwent a logo redesign and we were asked to use the new mark as a foundation to build out the rest of a new brand identity. The new mark uses straight, symmetrical lines to signal stability and legacy, while upward-pointing arrows evoke both the shape of a house and the idea of growth. The lockup features a clean sans serif font that feels approachable and creative, echoing the personality of Housewrights’ team and the custom work they do.
Using this as a base, we knew every element of the new brand needed to communicate intention and craft. From the color palette to the smallest pieces of iconography, we aimed to reinforce Housewrights’ identity as artisans who listen carefully, design creatively, and build with precision.
Prior to our part of the project, the Housewrights team underwent a logo redesign and we were asked to use the new mark as a foundation to build out the rest of a new brand identity. The new mark uses straight, symmetrical lines to signal stability and legacy, while upward-pointing arrows evoke both the shape of a house and the idea of growth. The lockup features a clean sans serif font that feels approachable and creative, echoing the personality of Housewrights’ team and the custom work they do.
Using this as a base, we knew every element of the new brand needed to communicate intention and craft. From the color palette to the smallest pieces of iconography, we aimed to reinforce Housewrights’ identity as artisans who listen carefully, design creatively, and build with precision.
A Website That Works
The website redesign was a big lift. One of our top priorities was improving the usability of the portfolio, which functions as both inspiration and proof of expertise for prospective Housewrights’ clients. We organized the work into two pathways: by project type and by room, so users can explore at the level that’s most useful to them, whether that's a whole-home restoration or a redo of the kitchen.
We rewrote the website copy to succinctly explain how Housewrights solved design challenges from project to project. Rather than simply listing services, we wanted the words to reflect what it feels like to be in a space designed by Housewrights; to evoke the awe in the craftsmanship and attention to detail.
Design-wise, the site is image-forward, and features subtle line work near the left margin to add structure and echo the architectural focus.
The website redesign was a big lift. One of our top priorities was improving the usability of the portfolio, which functions as both inspiration and proof of expertise for prospective Housewrights’ clients. We organized the work into two pathways: by project type and by room, so users can explore at the level that’s most useful to them, whether that's a whole-home restoration or a redo of the kitchen.
We rewrote the website copy to succinctly explain how Housewrights solved design challenges from project to project. Rather than simply listing services, we wanted the words to reflect what it feels like to be in a space designed by Housewrights; to evoke the awe in the craftsmanship and attention to detail.
Design-wise, the site is image-forward, and features subtle line work near the left margin to add structure and echo the architectural focus.
Thanks to everyone for their efforts in bringing the Housewrights website to life. It looks fantastic!
Steve Oleson
President, Associated Housewrights
Ready for What’s Next
The new brand and website bring more cohesion to Housewrights’ visual identity and voice, helping the company present itself in a way that matches the quality of its work. The refreshed presence doesn’t just support the current business; it sets Housewrights up for another 30 years of design excellence, with tools in place to capture new leads, grow clients’ trust in the business and continue creating beautiful spaces across Madison.
The new brand and website bring more cohesion to Housewrights’ visual identity and voice, helping the company present itself in a way that matches the quality of its work. The refreshed presence doesn’t just support the current business; it sets Housewrights up for another 30 years of design excellence, with tools in place to capture new leads, grow clients’ trust in the business and continue creating beautiful spaces across Madison.
