What we did: Logo, identity, copy, design
An Uncommon Solution
Nutter McClennen & Fish is one of Boston’s largest and most established law firms. But in the competitive legal market, its profile had become understated and undefined. The firm needed to evolve its brand identity. The challenge would be staying faithful to its values while emphasizing what mattered moving forward.
We learned that at a time when growing mega-firms are the norm, Nutter is different. The firm offers the same level of expertise but delivers it in a more practical, approachable way. The combination of legal excellence and extraordinary client dedication is what makes Nutter unique. It was this insight that led us to the new tagline, “Uncommon law.”
The new logo we created is bold and declarative to stand out against a sea of sameness. And what better way to express Nutter’s proud heritage than with a flag? It’s a universal symbol that employees can rally around, a stake in the ground that promises a better experience for clients.