Maintaining Brand Equity While Providing for a Fresh New Look

Client: Spolzino Smith Buss & Jacobs LLP


Spolzino Smith Buss & Jacobs, a regional law firm, recently underwent a name change. How to rebrand the firm with a new name and visual identity and maintain brand equity?

The firm had had the same yellow logo since it was founded in 1991. We helped them ease into the brand identity change by presenting the partners with multiple solutions, from very edgy to more conservative, so they had a range of options to explore. While still quite conservative, the final mark is more sophisticated and easier to read. With an emphasis on the elegant ampersand, the typographic element was extended to word pairings describing the firm’s culture – on the website and in print collateral, such as journal ads.

Video loops highlight the firm’s attorneys and incorporate location-specific imagery, from a real estate matter to a local government courthouse. This addition offers interactivity, a departure from typical photo stills.

Our process began with a number of planning and strategy meetings to better understand the firm’s goals and new direction. Our strategy included content development, optimizing the website for search engines and restructuring the attorney bios.

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You are in good hands with the Knox Design Strategy team. Brandie’s communications with the partners to develop our firm’s new vision was essential in rolling out our new brand. Brandie is an expert in her field and is able to translate that expertise into the legal field seemingly.

— Laura Vitacco, Office Manager, Spolzino Smith Buss & Jacobs

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