Project
Experiment
About
© 2025 Yicen Liu
As Lincoln Residential (LPC) embarked on a period of growth and transformation, the organization sought a new identity that could both honor its legacy and reflect its evolving vision for the future. We partnered with the team to lead this rebranding effort, from naming to brand strategy and visual identity development—crafting a cohesive, future-facing expression of who they are and what they stand for.
We set out to design a brand that would unify the organization under a shared purpose while resonating with the communities it serves. Through a highly collaborative and inclusive process, we worked closely with Lincoln’s leadership and employees to uncover the values, stories, and aspirations that define the company’s culture.
The result is Willow Bridge—a name and identity that capture the company’s warmth, reliability, and human-centered approach. Inspired by the resilience of the willow and the connection symbolized by a bridge, the new brand expresses both continuity and progress.
Willow Bridge now stands as a confident, ownable identity that builds on Lincoln’s legacy while positioning the organization for its next chapter of growth and innovation in residential living.
IDEO TEAM:
Chris Domina
Brian Pelsoh
Kavya Singh Barthwal
Amber Schadewald
Evan Burton
Yicen Liu
Claudio Fresneda
PROJECT SCOPE:
Naming
Brand Identity
Brand Strategy
Print & Digital
Motion Design