New York-based law firm Davis+Gilbert had a top-notch reputation for leadership in the advertising and marketing sector. But the firm was also thriving in newer sectors, including retail and real estate, and in practice areas including employment, M&A transactions and data privacy. Its lawyers wanted a new brand that would convey their role as more than legal counselors — they are trusted advisors who bring dedication, industry knowledge and a sense of partnership with their clients. After interviewing clients across a range of industries, we created a brand statement, “It’s not just about the law.” In addition, we created a new identity that changed the ampersand in the firm’s name to a plus sign, conveying added value. We worked with the firm to extend its brand to a suite of business development tools, from sales tools to an updated, modern digital presence. As part of the website design, we added high-profile case studies to the home page, simplified navigation and overhauled the content strategy.