Rebranding brings a calm, collaborative air to a DC law firm

THE CHALLENGE: This boutique law firm, located steps away from the White House, engaged Spring13 to do a complete rebranding. The firm specializes in divorce cases involving an affluent clientele. Our goal was to develop a sophisticated, contemporary brand with a serene, collaborative feel. While the founding partner is a woman, she wanted to avoid creating an overly feminine image given the necessity for strong, assertive representation in contentious cases.

OUR APPROACH: For inspiration, Spring13 leveraged the firm’s large collection of modern art. We focused on calm, one-color treatments to convey a sense of tranquility given the firm’s difficult, emotional cases. Developing a gender-neutral look was also important to appeal to the firm’s mostly male clientele as well as cases involving same-sex couples.

THE RESULTS: This fresh, new brand delivers everything the firm was looking for. The logo’s circular design conveys collaboration. The metallic gold color exudes an air of sophistication. And the contrasting blue type reflects the serious, professional nature of the firm’s purpose of providing strong legal advocacy. All the elements work in unison to create a sense of calm with a touch of gravitas. Next up is to redo the firm’s website. Spring13 will incorporate the firm’s fresh, unified image into a new responsive site.