Goodwin Brand Refresh

Goodwin

Goodwin’s 2016 rebrand positioned the firm as a leading global law firm focused on doing unprecedented work in the legal industry by working collaboratively with clients that are pioneers in their respective industries. Four years later, Goodwin was ready to reimagine, evolve, and elevate their brand

The brand refresh takes into account our visuals, copy, and distribution strategies, ensuring that we are taking a holistic approach to showcasing the brand as modern and innovative, while strengthening its connection to the firm’s brand positioning and newly developed priorities of client-centricity and convergence.

Before

Below is an overview of how the Goodwin brand was being applied across the firm’s external and internal collateral. The overall look and feel was dark, heavy, and outdated, and the pieces tended to include very dense copy without a cohesive approach to voice and tone.

After

Working with the existing brand toolkit as a base, we changed the hierarchy of the primary palette, fonts, and layouts, and introduced some new design elements and perspectives in image selection, to develop a system that is a fresher and more modern and cohesive take on the Goodwin brand.

Headshots

Prior to the refresh, the headshots were reminiscent of dated yearbook photos. Our new headshots take a more modern and human approach, capturing the individuals in natural lighting and poses, and opting for a more open, horizontal framing.

Before
After

Icons

We developed a set of 100+ custom icons for use in instances where they help visually enhance the content. These icons include hard and soft edges as a nod to our Hex G.

Patterns

We also developed a set of six new custom patterns. The dynamic hex patterns incorporate variations in color, size, and/or scale to evoke a sense of motion and depth.

Voice & Tone

We solidified our voice and tone approach to ensure a consistent and welcoming approach to our marketing copy.

Website Rebuild

The new goodwinlaw.com launched in December 2022 as the cornerstone of the firm’s updated digital presence. Countless hours were spent over a year and a half by the Goodwin team along with our partner vendor, One North, working through the discovery, define and design, and build and QA phases with the goal of building a new site that was modern, easy to navigate, and properly reflective of Goodwin’s brand and leadership in the market.  View more details about the website rebuild here.

Core Principles

Goodwin’s core principles are our foundation. We developed an interactive experience with vibrant visuals supporting the reworked copy to drive engagement with, and increase exposure to thesefirm values. This experience is embedded on our website, and continues to be leveraged for recruiting and onboarding purposes across the firm.

Applications

Below are examples of how the brand refresh is currently being applied across our external and internal facing collateral encompassing a wide range of communication channels.

Initiative and Event Lockups

Social

Collateral

Report | Global Fintech Survey

Ads

Signage

Swag

Creative Director: H. Chong
Design Managers: J. Deihl, A. Shafi, S. Viñas-Crutcher
Junior Designers: I. Ludlow-Smith, K. Pino
Copywriters: D. Agostini, A. Yam
Project Managers: E. Dickman, D. Ferrer

Animation: K. James, A. Shafi, RR Donnelley
Production Studio: RR Donnelley
Icon and Pattern Illustrator: B. Wolf
Headshot Photographers: T. Estrin, T. Moux
Swag Photos: J. Kuhn

New York City based creative leader with an inclination for holistic design thinking, colorful solutions, and the Oxford comma.