Aphing Marie-JosephWebfor’s story has always been one of overcoming challenges and turning obstacles into opportunities for growth—both for ourselves and for the clients we deeply value. Since 2009, we’ve been working with companies around the world, but our heart has always been rooted in our local community. Whether it’s guiding a startup or helping a $100 million company grow, We have built our reputation by helping companies succeed at every stage of their journey.
Looking back, it’s impossible not to think of the countless people who have shaped our journey…
Brilliant entrepreneurs, innovative thinkers, and talented marketing professionals who have all left their mark on our history.
This year marks the beginning of a new era. A journey that has been quietly gaining momentum behind the scenes is now ready to take off.
Today, we’re unveiling a new website and a refreshed brand.
It honors our past, refines our aesthetic, and paves the way for the future. After years of preparation, our wings do more than simply extend outward—they spread with power and determination. We are emerging from a steady ascent toward the open sky, embracing the freedom to soar higher than ever before. Like a bird catching a new gust of wind, we turn toward what is possible, confident that the strength of our history will carry us further into the future.
We wouldn't be here without the vision of our founders, Jennifer and Kevin Getch. Their influence continues to shape our identity, our processes, and our culture. Because, at the end of the day, companies aren't defined by logos or names—they're defined by people, by communities, and by the stories that bring them together.
We invite you to explore, learn, and connect with us as we spread our wings and embrace the horizon that lies ahead.
Now… let's move on to the story…
The Strategy
When we embarked on this rebranding, we weren’t looking for change just for the sake of it. We wanted something timeless—an identity that would reflect who we are, honor where we’ve been, and bring new energy to where we’re going.
It wasn't a matter of abandoning our past. It was on conveying intention, creativity, and meaning at every stage of our evolutionand by integrating it into a stronger, more cohesive whole.
The last update, more than ten years ago, was led by Wes Button, a talented designer from the Portland area. That update expanded our color palette, gave structure to our visual language, and preserved the typeface’s bold simplicity. W. It was a significant step forward and has become the cornerstone of our brand.
Today, ten years later, we were ready to take the next step—a step that would both honor our history and redefine our future.
Color is the soul of a brand. It communicates even before words are read or spoken.
When we last updated our brand, we knew that purple had to make a comeback. That shade had once set us apart, bringing us warmth and distinction, but we had moved away from it during a rebranding. Bringing it back was like reclaiming a part of ourselves. It was a sign that we weren’t afraid to stand out, to soften our approach when needed, and to drive energy and creativity forward.
The choice was simple. The symbolism, however, was anything but.
Brand identity is never just about design; it’s about vision. While every voice on our team matters, we’ve come to realize that the clearest path forward requires leadership to solidify the vision and champion it with conviction. A brand refresh is significant and touches every corner of an organization—from email signatures to business cards to the very identity people associate with you. It’s not just a superficial update. It’s a profound redefinition.
And we have fully embraced that responsibility.
Logos tell stories. They are small symbols with immense significance. They are visual shortcuts to entire identities.
To reach our new destination, we retraced every step of our journey. We pulled up the transcripts from previous strategic planning sessions, revisited our brainstorming notes, and even used AI to sift through years’ worth of ideas. Based on that, we developed some guiding principles:
- Honoring the Past
- Update the color palette
- Telling a Story Through Design
- Making the Most of Negative Space
- Keep the «W» as an anchor
- Make sure the brand can remain strong on its own
From there, our design team—composed of Tricia, Wes, Alan, and Jason Wright—developed a series of deliberate iterations. Some versions incorporated hidden elements from our past, such as a subtle map pin echoing our early logos. Others leaned toward abstraction and bold, minimalist designs.
For weeks, we tested, discussed, and refined.
The team was divided on which direction to take until color came into the picture. That’s when everything became clear. With the reintroduction of purple, the design regained its full identity.
From black-and-white sketches to the final polished design, the process took years—not because of hesitation, but because of because excellence takes time. Just as some of the world's most iconic logos are developed over many years before they are unveiled, ours, too, was carefully crafted.
This iteration included several «hidden» elements and brought us closer to something more abstract and visually distinct.
One alternative featured a hidden «map pin.» This design element originated from logo iterations created more than 10 years ago. This version was the closest alternative to the logos of the past.
As noted below, we have explored additional options and revisions based on the feedback we received internally.
We were torn between the two symbols. Opinions within the team were divided until we started playing around with the color options, which you can see below.
After a final vote, we settled on our logo, and with Wes’s help, we refined, tested, and finalized the logo you see today.
The logo design process alone took several years of effort. Even though we weren’t constantly focused on creating this updated brand identity, it’s important to remember that good things take time and that some of the world’s most famous brands were conceived over the course of years before a pencil ever touched paper.
With the colors chosen and the logo finalized, it was time to build the website.
Once the logo and colors were in place, we turned our attention to our digital home—the website.
What you see today is the result of a collective effort: two content writers, three designers, a senior developer, a strategist, a project manager, and a highly skilled SEO specialist. Together, this team turned the vision into reality.
More than 50 pages of content have been redesigned. Navigation has been streamlined to meet modern expectations. Custom layouts have been created to showcase our services, highlight our creativity, and provide an intuitive experience for visitors.
Here are some of the custom layouts we've designed…
The website reflects not only who we are, but also how we work: innovative, collaborative, and committed—both in form and function. And this is just the beginning. Over time, we’ll continue to refine, add to, and optimize the site, ensuring that it grows alongside us.
This journey has been long, thoughtful, and deeply enriching. What began as an idea has become a complete redefinition of who we are—an identity that balances heritage and evolution, creativity and clarity, and vision and execution.
As we look ahead to the next decade, we carry with us the lessons of the past, the momentum of the present, and the unlimited potential of the future.
Our wings no longer merely spread; they lift us to new heights.
And as we move forward, we remain focused on what matters most: achieving meaningful results, supporting our clients, and strengthening the communities we serve.
We invite you to join us on this journey. Webfor's story has always been about much more than just us. It’s about the people we serve, the ideas we bring to life, and our shared belief that great things are always possible.
Thank you for taking the time to learn more about our ongoing mission to evolve.
