Conway hired Cubicle Fugitive to help investigate, articulate and promote a brand position that is meaningful to current and potential clients, partners and employees of the firm. In determining what makes Conway unique, Cubicle Fugitive performed exhaustive research on the firm and its competitors to identify a significant, relevant, distinctive, and sustainable competitive advantage to guide decision-making and actions. Cubicle Fugitive also audited competitors’ websites and consulted best practice industry research to help devise and articulate a brand positioning for the firm.
At its core, the firm is comprised of individuals who are truly passionate about the law, lawyers who have the academic and analytical chops but also the keen ability to pick up on what’s not being said by their clients rather than just what their clients are telling them. The law is a constantly shifting playing field which requires foresight and strategy; the lawyers of Conway are no strangers to this. The ability to reinterpret the law through a creative lens while also understanding the motivations and nuances of all parties involved is a great strength of theirs.
The first step was to establish the foundation for a strong brand and new visual identity that embodies the sharp and decisive litigation counsel and reputation established by the firm’s people.
The logo incorporates a subtle arrow which symbolizes how Conway will show their clients the “way”, with their forward-thinking and dynamic approach to the law, conveying the idea of pushing forward, and being the ones to forge the path. The typeface is Noir Pro. Noir is a sans serif font family with contemporary aesthetics heavily influenced by early 20th century geometric typefaces. While having its geometric structure it carries organic personality with a touch of warmth injected into each form. The sharp and pronounced angles represent the sharp and precise nature of the lawyers at Conway.
To ensure the bios highlighted each professional, and reflected the refreshed brand identity, we carried out a series of interviews to really understand each lawyer. While sharp and decisive, the firm celebrates the uniqueness of each member of the firm, so it was important to keep that feel throughout the bios. In addition to the professional bios, Cubicle Fugitive also worked closely with the firm to source photographers for new headshots and provided art direction. The next piece was to develop all new website content to highlight the firm’s unique capabilities and strengths.