New life for a strong brand
Polishing a successful brand means launching a fresh approach without diminishing the client's historical strengths. We started working with the Phelps brand 10 years ago, positioning it as a go-to Third Coast law firm with offices throughout the Gulf South. Fast forward to today, and the firm has an expanded footprint and a new focus on innovation. So, it was time to update the positioning and visual brand. First, we shortened the firm name from Phelps Dunbar to its street name, Phelps. Next, we created a striking identity anchored in the firm’s historical use of blue—but amped up the color to a bright, distinctive shade. Bold typography adds to the crisp, modern look. In all, we touched every aspect of the brand, from a new website to proposal materials to social media tools.