Rosell, Love & Cassil
Challenging Convention
Rosell, Love & Cassil
For business owners and industry leaders, Rosell, Love & Cassil provides top-tier legal counsel and strategy to mitigate challenges and achieve goals. The law firm is forward-thinking and entrepreneurial by nature setting it apart from bureaucratic, traditional firms. Internally, they are a ‘lawyer’s law firm’–respectful, collegial, and cooperative. Their client-centric, collaborative business model seeks to improve upon the conventions of Big Law for the benefit of their clients and attorneys.
PROJECT GOALS:
Position Rosell, Love & Cassil to go toe-to-toe with the ‘big firms.’
Establish RL&C as a trusted, meticulous source for legal services and optimal outcomes no matter the industry.
Demonstrate a high level of multi-industry expertise and a collaborative team of top-tier talent who share knowledge to create exceptional legal strategies, thus establishing trust and confidence with the client.
SCOPE:
STRATEGY
LOGO & IDENTITY SYSTEM
SIGNAGE
WEBSITE DESIGN
LEAD AGENCY:
COOPER HOUSE
TEAM:
ERIN COOPER - Creative Director & Lead Strategist
TIM COOPER
LOREN COOKSON
CHRISTINE EDDINGTON
ALAINA HUNT
TAYLOR ILLGEN
DANE STROM
HALLIE WAUGH
Brand Strategy
Together with the Cooper House team, RL&C identified their brand’s most important attributes as Best In Class, Modern, and Trusted. We carefully defined each attribute and let those ideas guide the messaging and visuals. Our strategy focused on how best to convey RL&C’s collaborative and supportive nature while also showing their strength and tenacity to achieve optimal outcomes for clients.
For Messaging, we adopted the persona of The Hero and The Caregiver to create a brand voice that demonstrates skill and strength, as well as support and empathy for clients. This idea of a caring hero–a knight–was subtly woven into the brand visuals.
Logo & Mark
The Rosell, Love & Cassil wordmark is set in Aktiv Grotesk Extended, a strong and precisely rendered sans serif with just enough personality to add a bit of warmth. The angled terminals were exaggerated and the ampersand cut to express sharpness and forward movement like the edge of a sword.
The shield mark is a heraldic depiction of the brand attributes using imagery to represent heroism and protection while cueing the partners’ names.
Visual Language
The brand system was designed to reinforce and express the brand pillars: Best In Class, Modern, and Trusted.
TYPOGRAPHYGT Sectra was added as a display typeface to provide texture and a trustworthy tone. The calligraphic and blackletter influences result in sharp letterforms that emphasize the aesthetic of the wordmark and nod to the mark’s heraldry.
Acumin serves as a versatile and balanced typeface that performs beautifully at display sizes while maintaining exceptional readability for text sizes.
COLORThe color palette includes a range of blue tones and a soft gold reserved for small accents or UI elements on the website.
TEXTURE & PATTERNThe black marble was added to convey strength and fortitude like the stones of a castle wall. Pulling from elements in the shield, we also created a custom pattern used internally for a best-in-class, luxurious feel.
