Webfor’s story has always been one of overcoming challenges and transforming obstacles into opportunities for growth, both for ourselves and for the clients we deeply value. Since 2009, we’ve partnered with businesses across the globe, yet our heartbeat has always been rooted in our local community. Whether guiding a startup or scaling a $100 million enterprise, we’ve built our reputation on helping businesses succeed at every stage of their journey.

Looking back, it’s impossible not to think about the countless people who have shaped our path…

Brilliant entrepreneurs, innovative thinkers, and talented marketing professionals who have all left their mark on our story.

This year marks the beginning of a new era. A journey that has been quietly building momentum behind the scenes is now ready to take flight.

Today, we’re unveiling a new site and a refreshed brand.

One that honors our past, sharpens our aesthetic, and lights the way for what’s next. After years of preparation, our wings are not just stretching outward—they’re unfurling with power and purpose. We are rising from a steady climb into open skies, embracing the freedom to soar higher than ever before. Like a bird catching a new current of wind, we are leaning into possibility, confident that the strength of our history will carry us further into the future.

We would not 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 core, businesses are not defined by logos or names—they’re defined by people, by communities, and by the stories that bind them together.

We invite you to explore, learn, and connect with us as we spread our wings and embrace the horizon ahead.

Now … on to the story …

The Strategy

When we set out on this rebrand, we weren’t looking for change just for change’s sake. 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.

This wasn’t about leaving our past behind. It was about carrying forward the intention, creativity, and meaning from every stage of our evolution, and weaving it into a stronger, more cohesive whole.

The last refresh, over a decade ago, was led by Wes Button, a talented Portland-area creative. That update expanded our color palette, gave structure to our visual language, and retained the bold simplicity of the letter W. It was a meaningful step forward, and it became a cornerstone of our brand.

Now, ten years later, we were ready to take another step, one that would both respect our history and redefine our future.

The Color

Color is the soul of a brand. It communicates before words are ever read or spoken.

In our most recent refresh, we knew purple had to return. The hue had once set us apart, giving us warmth and distinction, but we had stepped away from it during an identity shift. Bringing it back felt like reclaiming a part of ourselves. A signal that we weren’t afraid to stand out, to soften when needed, and to bring energy and creativity forward.

The choice was simple. The symbolism, however, was anything but.

Branding is never just about design; it’s about vision. While every voice on our team matters, we understood that the clearest path forward required leadership to consolidate the vision and carry it with conviction. A brand refresh is weighty, and it touches every corner of an organization, from email signatures to business cards to the very identity people see when they think of you. It’s not a surface-level update. It’s a deep redefinition.

And we embraced that responsibility fully.

The Symbolism

Logos carry stories. They’re small marks with immense weight. They’re visual shortcuts to entire identities.

To get to our new mark, we retraced every step of our journey. We pulled transcripts from past strategic planning sessions, revisited brainstorming notes, and even leveraged AI to sift through years of ideas. From this, we created guiding principles:

• Honor the past
• Update the color palette
• Tell a story through the design
• Leverage negative space
• Retain the “W” as an anchor
• Ensure the mark could stand strong on its own

From there, our design team—Tricia, Wes, Alan, and Jason Wright—crafted intentional iterations. Some versions pulled in hidden elements from our past, like a subtle map pin echoing early logos. Others leaned toward abstraction and bold, minimalist designs.

For weeks, we tested, debated, and refined.

The team split on which direction to pursue until color entered the equation. That’s when clarity emerged. With purple reintroduced, the design unlocked its full identity.

From black-and-white sketches to a final polished mark, the process took years—not because of hesitation, but because excellence takes time. Just as some of the world’s most iconic logos simmer for years before seeing daylight, ours, too, was thoughtfully shaped into being.

This iteration included several “hidden” elements and moved us closer to something more abstract and visually distinct.

An alternative included a hidden “map pin”. This characterization comes from logo iterations produced more than 10 years ago. This version was the closest alternative to the logos of the past.

As shown below, we explored additional options and revisions based on the feedback we received internally.

We were torn between the two symbols. Feedback amongst the team was split until we started playing with color options, which you can see below.

After a final vote, we had our logo, and with the support of Wes, we revised, mocked up, and packaged the logo you see today.

The logo process alone was several years of effort. While we weren’t consistently focused on building out this updated branding, it’s essential to know that good things do take time, and some of the most famous brands in the world ideated for years on end before a pencil ever touched paper.

With colors nailed down and a logo complete, it was time for the website.

The Website

With the logo and colors in place, we turned to our digital home, the website.

What you see today is the product of a collective effort: two content writers, three designers, a senior developer, a strategist, a project manager, and a highly skilled SEO tactician. Together, this team transformed vision into reality.

More than 50 pages of content were reimagined. Navigation was streamlined for modern expectations. Custom layouts were built to highlight our services, showcase our creativity, and provide an intuitive experience for visitors.

Here are a few of the custom layouts we’ve designed…

The site reflects not just who we are, but how we work: innovative, collaborative, and committed to both form and function. And it’s only the beginning. Over time, we’ll continue refining, adding, and optimizing, ensuring the site grows alongside us.

Bringing It All Together

This journey has been long, thoughtful, and deeply rewarding. What began as an idea has become a complete recharacterization of who we are. An identity that balances legacy with evolution, creativity with clarity, and vision with execution.

As we look toward the next decade, we carry with us the lessons of the past, the momentum of the present, and the boundless potential of the future.

Our wings are no longer just spreading; they are lifting us into new heights.

And as we rise, we remain grounded in what matters most: delivering meaningful results, supporting our clients, and strengthening the communities we serve.

We invite you to join us on this journey. The story of Webfor has always been about more than us. It’s about the people we serve, the ideas we bring to life, and the shared belief that great things are always possible.

Thank you for taking the time to learn more about our ongoing mission to evolve.