For a national law firm, brand consistency is not a matter of applying the same logo everywhere. It requires a system capable of supporting hundreds of professionals, multiple offices, complex practice areas, and communications produced by many teams across print and digital environments.
Graphic Design USA examined that challenge in a feature on ArtVersion’s brand identity and digital transformation work. The project brought brand strategy, visual identity, UI/UX design, web development, and implementation guidance into one connected system.
The goal was alignment, not reinvention
Firm’s existing recognition and institutional credibility needed to remain intact. The work focused on resolving inconsistencies that had developed over time and creating a clearer relationship between the logo, color, typography, imagery, layout, content hierarchy, and digital experience.
A refined three-diamond mark and expanded visual language gave the identity greater range without separating it from the firm’s history. The website translated that system into improved information architecture and clearer access to attorneys, practice areas, and publications. A detailed digital style guide supported consistent use across internal and external teams.
A scalable brand system connects every surface
The project reflects ArtVersion’s view that brand strategy, UI/UX design, and web design and development are strongest when they are developed together. The identity should not stop at recognition; it should help people navigate, understand, and use the organization’s digital presence.
GDUSA’s feature also highlights the value of embedded collaboration. Erin Lentz, Executive Director of Design, and Petra Campbell, Art Director at ArtVersion, worked with internal branding leadership to ensure the system reflected how the firm operates in practice—not only how it appears from the outside.
Read the full GDUSA feature for a closer look at the visual system, website, and implementation approach.