Creative Strategy for Legacy Businesses: Breathing New Life Into the Old School
At The William Heath Co., we see legacy businesses not as outdated—but as under-celebrated. These are the companies that built neighborhoods, that shook hands with clients long before CRM systems, and whose names have stood the test of time. But in a rapidly shifting world, even the most solid foundation needs a fresh perspective. That’s where creative strategy comes in.
We don’t believe in turning heritage businesses into something they’re not. Instead, we help them rediscover who they’ve always been—through the lens of today’s consumer, and with the language of modern design.
The Challenge of Relevance
Many service businesses—like kitchen and bath remodelers, pool builders, or landscape designers—have been quietly excelling for decades. They’ve built trust, gathered loyal clients, and refined their craft. But while the work may have evolved, the brand often hasn’t.
Outdated logos, clunky websites, and inconsistent messaging can inadvertently signal a lack of care or relevance. Younger, flashier competitors enter the market, often with less experience but sharper branding—and they win attention first. That’s not a failure of service. It’s a gap in story.
Design-led innovation helps bridge that gap.
A Creative Audit: Looking Inward First
Our process starts with curiosity, not criticism. We dive deep into the business’s history, reputation, community footprint, and customer feedback. We ask:
What do loyal customers love most?
What gets overlooked or taken for granted?
How does the business talk about itself—and how do others talk about it?
These insights form the roots of the brand strategy. They help us shape an honest, emotional, and compelling narrative that honors the company’s legacy while creating space for growth.
The Power of Storytelling in the Trades
Most legacy businesses weren’t built on storytelling. They were built on reliability. But in a digital world, your brand is your story—and customers judge quickly based on how it looks, sounds, and feels.
We use storytelling as a strategic design tool. Not to fabricate something new, but to clarify and elevate what’s always been there.
Take, for example, a 30-year-old family-owned hardscape business. Their craftsmanship is impeccable. But their branding? A clip-art logo, a cluttered website, and no clear message. We reframe their narrative around the generational knowledge passed down, the local pride, and their portfolio of projects that literally shape the landscape of the community.
With updated visuals, clearer messaging, and digital assets that reflect the premium nature of their work, they begin attracting higher-value clients who align with their values—and respect their pricing.
Repositioning, Not Replacing
One of the biggest misconceptions about brand strategy is that it means tossing everything out and starting over. Not at William Heath.
We treat legacy like a design material: strong, full of character, and meant to be preserved—not erased. Our approach is additive. We reposition, reframe, and refine—creating systems that make a brand feel cohesive and confident across every touchpoint.
That might mean:
Streamlining the quote process into a beautifully branded proposal tool.
Designing uniforms and truck decals that align with the company’s identity.
Launching a social media presence that shows behind-the-scenes craft and local pride.
All of it works together to tell a bigger story: We’re here. We’re excellent. And we’re built to last.
Design Thinking for Strategic Growth
Creative strategy isn’t fluff—it’s a growth lever. A well-positioned brand earns trust faster, commands higher value, and retains talent more easily. When your business looks as good as it performs, you don’t have to work as hard to convince people you’re the right choice—they already feel it.
And that’s the William Heath Co. difference. We don’t just update aesthetics. We design from the inside out—with empathy, precision, and a deep respect for the legacy that’s already been built.
Because “old school” doesn’t have to mean stuck in the past. With thoughtful design, it can mean timeless.