A family builder, about to become two.
Wicklane is a father and son builder in Fort Langley. Merlin Wick has more than 40 years in the trade. Adam Wick grew up on job sites, started as a labourer, and had managed more than 20 new homes by 25. The business was about to split. Wicklane Homes for custom residential work. Wicklane Construction for commercial and industrial projects, including the Camp Beer Co. tasting room. Two audiences, one family name. The brand had to serve both without splitting the reputation.
Good work, told a different way everywhere.
Adam had put this off for years. The logo was a quick fix from years back. The website was built so there was something to point to. Nothing matched. Signs, cards, email and social all told slightly different stories, and new job site signs were on hold until the brand was settled. The real test sat on the Homes side: the family deciding who should build their custom home, comparing Wicklane against established Fraser Valley builders. The brand had to win that comparison before the first meeting. Construction needed a different register. Less personal. Budget, timelines and efficiency.
One name. Two colourways.
Rather than two brands, one system with a switch. The wordmark stays the same. The descriptor changes, and so does the colour. Homes is white on deep pine. Construction flips it, pine on pale mint. Gold carries across both as the common thread. Three words guided every decision: modern, minimal, synergy. Refined enough for a custom home client. Confident enough for a commercial site meeting. Wotfard, a clean geometric sans, keeps the type quiet and current.
A roofline, drawn as a single stroke.
The mark is one gold line set at a pitch above the wordmark. It reads as a roofline, a level and a sightline at once, and it never needs a house icon to say what Wicklane does. The W carries the same line as a standalone mark for small spaces. The pitch became a device across the system, in photo crops, sign panels and the slant of colour bands. The lines followed the split. Homes: uncompromising quality, unparalleled craftsmanship. Construction: from concept to completion, we're with you every step of the way.
Consistent from the job site to the inbox.
Wicklane now runs on one system across every touchpoint: the website, business cards, letterhead, email signatures, social assets and job site signage. The site follows Adam's own brief. One front door at wicklane.ca, split into Homes and Construction, each with its projects, a four-stage process from first consultation to warranty, and the people behind it. It stayed in Wix so Adam can add projects himself as they finish. The principle holds for any business serving two markets. Keep the name. Change the colour.
Questions
How do you brand a business that serves two different markets?
Keep the name and change the colour. Wicklane, a Fort Langley father and son builder, runs one system with a switch: the wordmark stays the same, the descriptor changes and so does the colourway. Homes is white on deep pine, Construction is pine on pale mint, and gold carries across both.
What did Serif + Gold deliver for Wicklane?
Serif + Gold delivered brand direction, logo and identity, Homes and Construction lockups, brand guidelines, website design and build, business cards, letterhead, email signature, social media assets and job site signage. The mark is one gold line set at a pitch above the wordmark, reading as a roofline, a level and a sightline at once.
Can a small business update its own website after it is built?
Wicklane can. The site at wicklane.ca stayed in Wix so Adam Wick can add projects himself as they finish, with one front door split into Homes and Construction.
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