Structured for Solutions

In today’s evolving legal landscape, firms face constant pressures: adopting new technologies, attracting top talent, and navigating intense competition. For Willcox Savage, a mid-sized regional firm, these challenges were compounded by a perception problem. They were seen as too small to compete with global legal giants and too large to appeal to local clients. Yet, this perception didn’t reflect their reality. The firm’s strength lies in its independence, client focus, and deep legal expertise. They didn’t need to change who they were; they needed to redefine how they were positioned.

A new framework for messaging.

The challenge was to cut through the noise and defy outdated industry labels. Willcox Savage required a brand strategy that would capture the firm’s true essence: a powerhouse of legal intellect, sized and positioned with deliberate precision. We partnered with them to forge a new narrative, moving beyond the limiting descriptors of "mid-sized" and "regional" to a powerful, defiant stance: Structured for Solutions. "Structured for Solutions" is more than just a brand statement—it’s a reflection of Willcox & Savage’s enduring principles. The new brand highlights their unique culture, from a collaborative, mentorship-driven environment to their focus on building long-term client relationships. It positions the firm as a place where attorneys can thrive and clients can trust they’ll receive exceptional legal counsel.

The creatives and operatives at Contrast & Co. successfully activate and enliven brands in sectors least known for creativity, such as law firms. Their competent and experienced approach demonstrates a great deal of respect for their clients' organizations, making it possible for truly conservative stakeholders to agree to take the brand to new heights.

Selena Browne, Director of Marketing and Business Development, Willcox Savage

Building on a strong foundation.

To bring "Structured for Solutions" to life, we refreshed the firm’s visual identity to reflect their professionalism and precision. The goal wasn’t to reinvent the brand but to refine it, creating an aesthetic that is both approachable and authoritative. We adjusted the color palette to emphasize trust and confidence, while clean, modern typography conveyed clarity and strength. To add depth and personality, we introduced an angled visual aesthetic that brought a dynamic, forward-moving feel to the brand. Additionally, a friendly serif typeface was incorporated to balance professionalism with warmth, adding a human touch to their visual language. Every design decision was carefully aligned with their core message, ensuring the updated identity not only supported but elevated their position in the market.

A bold new website.

The firm’s digital presence was reimagined to become the ultimate embodiment of the "Structured for Solutions" ethos. The new website is an aggressive move away from the cluttered, impersonal experiences common in the legal industry. We designed a user-centric digital platform that is streamlined, intuitive, and relentlessly focused on demonstrating the firm’s capabilities.

An enhanced user experience.

The user experience is built for clarity and impact, allowing potential clients to access information with fewer clicks and greater ease. Practice areas, attorney bios, and thought leadership are presented in a way that tells a cohesive story of legal muscle and strategic thinking. The website is no longer a passive digital brochure but a dynamic and powerful tool for business development. It is a digital front door that communicates confidence, showcases their legal heft, and proves that Willcox & Savage is structured to solve problems from the very first interaction.

An enduring impact.

The new brand celebrates this unique culture—from the shorter paths to partnership to a family-like atmosphere defined by a stunning lack of pretentiousness. It reinforces the idea that the firm is a place where attorneys can build fulfilling, lifelong careers. By putting their people and their enduring values at the forefront, Willcox & Savage solidifies its position as a firm that is not just successful today, but built to last for generations to come. They are not just structured for legal solutions, but for lasting impact on their clients, their people, and their community.