When Haywood Lane came to Mallard, they had built something rare in private equity. Their firm was structured around long duration capital with no forced exit timeline, backed by a major new family office commitment. But the brand did not reflect any of it. The website had been built in a single day, the team needed thirty minutes to explain who they were, and they blended into a category of roughly 4,500 firms that all look the same. Their biggest advantage, the freedom to hold and grow great businesses for decades, was getting lost.
Mallard Agency, a Dallas branding and video production agency, led a full brand transformation for Haywood Lane. We started with strategic discovery and research to define their audiences, sharpen their positioning, and build messaging anchored in the idea that sets them apart: enduring businesses deserve long term ownership. From there we designed a timeless visual identity built around a custom monogram, a signature terracotta palette that breaks from a sea of navy, and a distinctive motion driven photography style. We brought it all together on a clear, compelling website that finally tells their story in seconds.
Haywood Lane launched with a brand that matches the caliber of the firm behind it, giving the team one confident message across every audience and a website built to earn trust. Just as telling was how the team felt about getting there. They embraced the Flightplan process from start to finish and were hard pressed to find a single thing to critique about the framework. For Lance and his team, the brand finally makes them look like the leaders they already are.
Like what you see? Just wait until you see what we have in store for your brand. Mallard is a Dallas based branding, marketing, and video production agency that helps turn ordinary businesses into extraordinary brands through a proven system for effective marketing. When you’re ready to move forward with confidence, we’re ready to build with you.
