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Visual Identity Overview Logos Brand Colors Typography & Fonts Collateral Templates

Photography is used to tell a powerful story about what The Wills Group makes possible for our customers and communities. In choosing images to display our brand, it is important that our brand is represented, and that continuity is maintained. 

Attributes and qualities that should be highlighted in our imagery are:

• Momentum

• Forward-looking

• Engaging

• Contemporary

• Human

Imagery should be created or selected based on the following principles and qualities:

• Have warmth (tonally or in subject matter)

• Reflect the Mid-Atlantic region and the communities we serve

• Can utilize motion elements

• Incorporate human connections and relationships of both employees and customers

• Reflect the diversity of our businesses ranging from home comfort to retail marketing