Aligning Harbour Group’s Brand With Its Foundation & Future
There’s a particular kind of confidence you only earn over time.
The kind that comes from doing things the right way, consistently, for decades. It shows up in how decisions are made, how relationships are built and how people talk about you when you’re not in the room.
That kind of confidence is rare. And it’s powerful.
But even the best-run, most established businesses eventually hit a moment where the story they’re telling no longer fully reflects who they are—not because the confidence isn’t there, but because the business has outgrown the way it’s been described.
When Harbour Group came to us, they weren’t looking for reinvention. They weren’t asking us to flip the table and start over. They were looking for alignment. They wanted their brand identity and website to feel like the company they actually are.
And that’s a very different (and in my opinion, much more interesting) kind of project.
Images showing Harbour Group’s old brand identity and website
Clarifying the legacy behind the business
Harbour Group has partnered with owners and management teams in manufacturing and distribution to help companies grow since 1976. As one of the largest privately owned companies in St. Louis, they employ a long-term mindset that’s become increasingly uncommon in a world that rewards quick wins and loud promises.
Over time, they evolved in both scale and capability, but their website didn’t keep up. It wasn’t wrong—it just wasn’t fully true anymore. And when you’ve built a business on trust, even a small disconnect like that starts to matter.
So we did what we always do first. We listened.
We talked with leadership. The people operating the companies they partner with. Former owners. Internal teams.
What we heard was remarkably clear.
Across every conversation, the same themes kept surfacing: long-term thinking, operational expertise, integrity and a genuine respect for the people inside the businesses they own—from management to hourly employees.
That last part matters more than it might seem at first. Many firms say they’re people-first. Harbour Group shows it in how they operate. And when you talk to enough people around an organization, you can tell the difference pretty quickly.
Those qualities had earned trust over decades. And our job was to make sure the brand reflected it.
Defining the idea that anchors the brand
As we stepped back and looked at the full picture, one idea kept coming to mind.
Building a business is ongoing work.
If you’ve ever run a company, you know this in your bones. There’s no finish line. There’s no moment where you “arrive,” and everything stays perfect forever. You build. You adjust. You invest. You solve problems. You earn trust. You do it again. And again. And again.
That belief became the north star. It shaped the language, the tone and the structure of how Harbour Group shows up in the world. It gave us a way to articulate what they care most about—sustainable growth, alignment and execution—while also communicating their scale and expertise without sounding like they were trying too hard.
And importantly, it allowed us to refine what already had equity.
Harbour Group’s lighthouse mark was already meaningful. We preserved it as a symbol of guidance, stability and vision.
From there, the system started to naturally take shape. Visual motifs like concentric circles and geometric lines echoed how light spreads outward—symbolizing growth and interconnectedness. We introduced a deeper navy and a gray accent palette to bring contrast and strength, while typography became sharper and more timeless.
Harbour Group’s work is direct and disciplined. Their brand language needed to sound that way, too. The messaging became more purposeful and straightforward, leading with partnership and execution—clear language that reinforces credibility and long-term impact.
Bringing the brand to the website
The existing site had a solid foundation, but the navigation and flow made it hard for visitors to know where to go next. And a website that makes people work too hard is a website that loses people.
We restructured the sitemap to guide users through a more intuitive journey, so each page naturally answers the next question. We tightened the copy to clearly articulate Harbour Group’s approach and value. And we shifted calls to action to “Let’s get to work,” a natural extension of the way Harbour Group partners and operates.
Photography focuses on real people and real businesses, capturing the human side of the work and the relationships at the center of their success.
Extending the story to print
Because Harbour Group operates in an industry built on credibility, the work couldn’t only live on a screen. Physical collateral still matters. A lot.
When you’re sitting across the table from owners and leaders—especially in conversations that can change the trajectory of a business—print carries a different kind of weight. It slows things down. It feels intentional. It signals that the work and the decision before them deserves care.
We helped Harbour Group create a suite of print pieces designed to support those moments. A concise company overview. A large-format foldout outlining their acquisition history. Case studies that demonstrate the long-term success of their portfolio companies.
Each piece communicates credibility and clarity. Together, they give Harbour Group the tools to tell their story with confidence, wherever those conversations take place.
Making what’s true visible
Harbour Group’s story has always been strong. Their track record speaks for itself. Now, their brand and website do too.
They are thoughtful, disciplined and deeply committed to the businesses and people they partner with. This work wasn’t about changing who they are. It was about making sure the outside world can clearly see what has been true all along.
