Larson • King
SCOPE
INDUSTRY
STYLE
Branding, Web, Print, Digital
Legal Services
Refined, Strategic, Confident, Sophisticated
This boutique Twin Cities law firm with a powerhouse reputation needed a complete brand refresh—a modern, cohesive new identity that communicates Larson • King’s values and legal expertise. Their new brand collateral included a refined logo, letterhead, print collateral for office use, ads, signage, business cards, and a compelling digital identity across their website and social channels.
INSPIRATION
I opted for primary colors that build trust and that are universally understood by consumers as belonging to reputable, reliable brands (think: banks and other financial institutions) to mirror the firm’s stated brand promise: Relentless. Efficient. Effective. The color palette says strength and sophistication while the sans serif font helped convey the client’s positioning as an approachable boutique firm.
PROCESS
The client wanted branding that would stand out in a sea of sameness amongst its competitors, so I opted for a bright and graphic brand style. I parlayed the K shape into a dynamic arrow motif that’s directly inspired by the firm’s “On Point” tagline. I intentionally included the • within the monogram, honoring the client’s wish to distinguish the brand name as a composite of two surnames rather than a hyphenate. The result: Bold, contemporary branding that stands out in a sea of dated law firms in their community.
GOAL
The project’s main aim was to rebrand Larson • King to align with the high caliber of their work and distinctive position in the legal community. We needed a brand identity that is at once modern and sophisticated, and one that immediately communicates trust, credibility, and professionalism.
RESULT
The firm represents both plaintiffs and defendants and wanted their brand evolution to align with the quality of their counsel. They now have an identity that expresses their expertise and bold approach, while also communicating their standing as a boutique firm that provides personalized service.
