At New Perspective Design, we believe good design does more than look professional—it builds trust, guides users intuitively, and tells a story that resonates. That philosophy came to life in our collaboration with Evergreen Will & Estate Solutions, a Pretoria-based company specializing in wills, estate planning, and legacy preservation.

Evergreen approached us with a clear mission: to create a brand that felt accessible, credible, and deeply human. They needed more than just a logo—they needed a visual identity that aligned with the sensitivity of their service offering, while also standing out in a highly traditional and competitive space.

From Concept to Cohesion: Building a Brand That Reflects Purpose

We began by developing a full corporate identity (CI), establishing the visual and strategic foundation for everything to follow.

• Logo Design: Inspired by themes of continuity, nature, and reassurance, the Evergreen logo is a stylized ‘E’ set within a circular form—symbolizing life cycles, protection, and completeness.

• Business Cards & Letterhead: These were designed with minimal, professional layouts that communicated both clarity and calm—two traits central to the client’s mission.

• Brand Style Guide: A cohesive palette of soft greens and neutral tones was chosen to evoke peace, trust, and organic growth, while rounded fonts and generous whitespace kept the tone approachable and friendly.

The brand identity was designed to be instantly recognizable, scalable across platforms, and deeply aligned with the emotional weight of estate planning.

Designing a Website That Guides and Converts

A critical part of the project was creating a fully responsive, SEO-friendly website tailored for Evergreen’s audience—individuals and families looking for reliable estate solutions with minimal hassle.

Key Features:

• Responsive Design: Whether accessed via desktop, tablet, or mobile, the site maintains full functionality and visual consistency.

• User Experience: Navigation is intuitive, with clear pathways to key services such as Living Wills, Pet Wills, and the Estate Organizer.

• Conversion-Ready: Each page includes actionable CTAs (calls to action), structured content blocks, and simple enquiry forms to minimize friction.

• Search Optimization: The site was built using technical and on-page SEO best practices—optimized metadata, accessible markup, and speed-conscious design—to give it a head start in Google rankings. Already, the website ranks locally in Pretoria for estate planning services.

The website is not only a digital touchpoint but a tool that enables the Evergreen team to streamline their client acquisition process.

Brand Aesthetic: Designed With Empathy

The imagery and design decisions throughout the site serve more than just visual appeal. Every photo, layout, and color selection was chosen with the target audience in mind. From soft textures and family-focused images to educational page structures, the aesthetic speaks directly to people navigating serious, often emotional decisions.

This wasn’t about over-designing—it was about designing with purpose. The result is a site that feels calming, capable, and distinctly Evergreen.

Results and Reflections

The Evergreen brand now communicates professionalism, trust, and accessibility at every touchpoint—online and offline. Their audience is better supported through clearly structured service pages, downloadable application forms, and a contact flow that reduces overwhelm.

For us at New Perspective Design, this project exemplifies how intentional branding and development can create lasting value—not just in how a business is perceived, but in how it operates.

From Pretoria to the web, Evergreen now has a brand and online presence built for both performance and peace of mind. And we’re proud to have made that happen.