Historic Wilmington Foundation | Legacy Architectural Salvage

This brand identity guide was developed for the Historic Wilmington Foundation’s Legacy Architectural Salvage program, with a focus on engaging younger, DIY-oriented audiences.

The guide establishes a cohesive system of messaging, visuals and brand voice that reframes preservation as hands-on and accessible. To learn more about the strategy and theory behind this project, continue reading Additional Details.

View Brand Identity Guide here

Additional Details

This project demonstrates how brand identity is constructed through communication rather than existing as a fixed concept, reflecting principles of organizational identity theory. By repositioning Legacy as a participatory and experience-driven brand, the guide aligns organizational values with audience expectations, particularly for audiences drawn to creativity, sustainability and personal expression.

The work also reflects organizational culture theory, as shared meanings and values are embedded in messaging, tone and even visual design. It further incorporates elements of brand co-creation by allowing audiences to interpret and engage with preservation in a more personal and creative way, highlighting how integrated marketing communication (IMC) can shape both brand meaning and audience connection.