After years of maintaining a dated visual presence, the Marsh brand embarked on a comprehensive transformation—one that would bring its identity into the 21st century while honoring its 115-year legacy as a family-owned business. This was more than just a redesign; it was a strategic evolution that sought to blend heritage with contemporary appeal.

The primary challenge was revitalizing the iconic “M” logo and evolving the overall visual language to resonate with a modern, tech-savvy audience—without losing the authenticity and craftsmanship that define the brand. This was not merely a refresh, but a reintroduction of a trusted name, tailored for the digital age.

A key part of this evolution was an updated color system. The outdated Oatmeal tone was retired in favor of a sophisticated neutral palette, designed to support a clean, modern aesthetic.

Lighter hues were introduced to provide visual balance and clarity, while the signature Marsh Green was preserved as a cornerstone of the brand’s identity—representing stability, trust, and heritage.

Beyond color and typography, the visual refresh focused on brand storytelling. A cohesive system of icons, patterns, and background elements was developed to illustrate the craftsmanship and care behind every Marsh product. These elements work together to create a rich visual narrative that speaks to both tradition and innovation.

In short, Marsh’s rebrand is a story of renewal: a thoughtful balance of legacy and modernity, crafted to inspire confidence in long-time customers and a new generation alike.