With the market desperately calling for a new kind of legal service, Horenstein Law Group set out to fill the void in their market. They asked for help positioning their business as a ‘next generation law firm’. They wanted to to highlight the fact that their clients were always on their mind and they were constantly and proactively ‘minding your business’ by providing sound advice before they even knew they needed it.
We partnered with Horenstein Law Group to develop a brand strategy and position in the market, starting with specific client personas. Then we tackled an identity system; developing a color palette, brand guidelines, and a whole suite of collateral with a cohesive visual system that could grow along with the brand.
For HLG’s visual identity, we started with the logo, using a design aesthetic to represent the company’s position; pairing the tradition of law with modern business solutions. Design elements like font choice and color selection provide instant clues that this is not your average law firm. We created visuals and messaging to help Horenstein Law Group consistently deploy their positioning across a variety of platforms.
Logo, brand identity systems, collateral design, color palette, website interface design, front end development and graphics, messaging, e-mail marketing, and holiday promotions.
–Steve Horenstein, Horenstein Law Group LLP