Ross & McBride - Ove Brand Design

How do you position
a progressive law firm
while honouring its
storied past?

How do you position a progressive law firm while honouring its storied past?

THE OPPORTUNITY

In a crowded competitive space, defining who you are and the value you deliver is complicated. For a full-service law firm with varied client audiences, that challenge is even greater. Serving a clear growth agenda, Ross & McBride recognized the need for a consistent and relevant positioning to support its evolution.

THE OUTCOME

A clear and compelling brand framework and refreshed visual identity give Ross & McBride the tools to position themselves in a way that is relevant to today’s market environment and respectful of the firm’s legacy. With a solid strategic foundation and a distinct visual brand, the firm is reasserting itself in highly competitive local and regional markets.

Bringing the past and the future together

Ove worked with Ross & McBride to redefine its brand strategy and refresh its visual identity. The challenge was to uncover a solution that honoured and reflected the firm’s legacy and position it as a progressive, innovative practice.

Listening and learning

That duality was evident in the make-up of the firm. Senior partners shared an experience that was different from that of the next generation of associates, and there were differing views as to what the nature of this brand refresh should be. Some wanted a wholesale modernization, while others felt that an established approach spoke to the firm’s roots more effectively. In addition, the new brand also had to represent many different practice areas.

Over-the-shoulder shot of a person holding a tablet that shows the Ross & McBride Linkedin page

Engagement and insight

Through a process of thoughtful and respectful dialogue, collaborative engagement, and insightful analysis, a strategic brand framework was crafted to capture the essence of Ross & McBride’s past and its future. The brand framework, including mission, vision and brand promise statements, serve as a strong foundation for marketing and communications as well as talent recruitment and retention initiatives. This strategic foundation also defined the firm’s brand character – a set of values and behaviours that will help shape the culture of the firm and serve as their north star, guiding their business growth and evolution.

Capturing the continuum of change

With the brand strategy in place, we set out to develop a brand identity and visual system that positions the firm for the next chapter in its evolution. Informed by and insights gained through our engagement process and synthesized in the brand framework, we explored visual identities that represented a range of evolution options. The Ross & McBride visual identity achieves a careful balance of heritage and progress. The serif font and elegant ampersand evoke tradition and legacy, while the contemporary arrangement and colours signal that this is a firm that doesn’t stand still.

The visual identity was then expanded to create a broader system for visual expression, with the ampersand super-graphic featured prominently. The ampersand is a strong symbol that captures the collaborative, client-driven spirit of the firm.

Striking the right balance

The Ross & McBride brand strikes the perfect balance, and has the strong support of the many partners involved. Our strategic design solution spans old and new, resonates with corporate and individual clients, and distinguishes the firm from a crowded competitive landscape.

Earlier this year, we unveiled a new look after months of hard work, creativity, and introspection. Our reimagined brand identity reflects the exciting opportunities that lie ahead while reaffirming our vision, values, and commitment to client service.”
From the Ross & McBride brand story