Willow: Rebranding the Brand in the Built

Willow, a pioneer in digital twin technology for the built environment, needed a brand evolution that reflected its innovation, scalability, and global impact. As a company bridging the physical and digital worlds, its identity had to embody cutting-edge technology, architecture, and human connection while maintaining credibility with enterprise clients, investors, and industry leaders.

CR’S partnered with Willow to create a future-proof identity, aligning its brand strategy, visual identity, motion principles, and digital experience with its vision for smart infrastructure and AI-driven insights.

Our work included:
A refined logo system with a scalable, adaptable design.
Motion frameworks to bring digital interactions to life.
A modern design language ensuring a seamless visual experience.
Digital assets & UI principles to unify branding across platforms.

By implementing dynamic branding, fluid interaction principles, and bold visuals, we positioned Willow as a leader in the industry.

The impact of this rebrand extended beyond Willow, earning multiple design awards and industry recognition. The project’s cutting-edge aesthetic, motion principles, and strategic brand system became a key reference in the evolution of AI-driven branding, even inspiring the recent OpenAI rebrand.

The result? A sophisticated, scalable, and cutting-edge brand—designed to evolve alongside Willow’s digital transformation in the built world.