Working against conventional wisdom surrounding lawyers, we sought to bring the empathy that this firm has for its clients to the surface. At the core, the firm’s attorneys and staff believe in using their knowledge and expertise to empower others. This insight led us to the brand idea of “Power Shift,” which set the tone for the new name and identity.
A power shift can take many forms; revolutions, the tipping of scales, a swinging pendulum. These metaphors provided distinct visuals and a story that allowed us to capture the essence of Thompson Hall and what they stand for.
From a progressive new name, Jux Law Firm, to a visual identity with gravity, to bold collateral, the new brand captures their unique, collaborative spirit, and leans in to the idea of power shift on all touch points.
- Jux CEO & Attorney
Since the rebrand, JUX Law Firm continues to create disruption in their category. Not only is their mission attracting new clients, the firm has acquired sought-after talent within the industry.
- Hennepin County Bar Association President, Minneapolis
Research & Analysis
Manifesto & Tone of Voice
Logo & Identity
Illustration & Lettering
Brand Book & Guidelines