As the leader in the enterprise legal services industry, UnitedLex needed a major brand update to reflect its sophistication and expertise. With a conservative color palette and outdated editorial, the existing website and marketing materials didn’t differentiate and failed to make the company’s value proposition clear to prospects. The marketing team also needed more flexible, smarter tools to support lead generation and business development efforts. We developed a new brand strategy and then redesigned the identity and all client touchpoints. We carried forward the concept of the shield but modernized it, and convinced the leadership team to go for a bold new brand color — scarlet — that would guarantee the company would stand out from the crowd. Black and white photography helps create both drama and consistency. Our work included environmental graphics for offices, email templates and several new trade booth components.