Huie Law, an exceptional defense firm, has a reputation for taking a bold, fearless stance for its clients, so it was fitting that their brand should reflect the same position. Our goal was to discover a new space they could own and dominate. To start, we recommended simplifying their name to a stronger, more succinct version. The partners fully embraced our recommendation and Huie, Fernambucq & Stewart became Huie.
When everyone in your competitive set looks the same, it takes courage to stand out.
The Case for a Symbolic Logo
The majority of law firms represent themselves with monogram, letterform and title logos. Huie needed to make a better case for themselves. We meticulously crafted a symbol that they could stand behind. It represents two figures standing back-to-back, defending each other against all odds. It represents a solid, unmovable stance. And finally a stylized H that captures the enduring essence of the firm.
Taking a Stand with Color
We completed an in-depth competitive analysis that revealed Huie had a prime opportunity to differentiate themselves. No one occupied the gray area on the color scale. We carefully curated hundreds of tones arriving at the perfect monochromatic set that embodied their sophistication and enduring fortitude.
Attorneys aren’t salesmen, but in the case of Huie, they had to be because their brand wasn’t articulating their expertise and specialization. We lifted this pressure by thoughtfully conveying what they do best – fiercely defending the honor of those whose integrity is under attack.
A Stronger Image
Photography reinforced the brand concept of standing firm. We curated a strategic collection of images to portray the dogmatic, unmoving approach that characterizes Huie’s defense. The visual style we created applied to every element of the brand even down to the attorney headshots.
Creating a Formidable Web Presence
All customer touchpoints were revamped to become more flexible, accessible and responsive. Every detail of the site, even how the biographies were written, underwent scrutiny and a refining process so that no matter what you read or viewed, it all worked together as a unit and as an extension of the brand.