Brand + Web Design: Redwood Trust

When they brought me in, their goal was to reposition the brand to resonate with policymakers and industry leaders in Washington, DC—without losing the trust they’d built over decades.

My strategy was to walk a careful line. I wanted Redwood to feel like a leader in finance reform, but without the weight of a legacy brand that felt outdated. The solution was to soften the aesthetic while elevating the authority.

I started by refining the logo into something cleaner and more confident. I rethought the color palette, leaning into softer, warmer tones that made the brand feel more human. For photography, I introduced a new direction focused on modern homes with depth and warmth—less corporate stock, more lived-in and real.