The Patton Boggs re-brand remains one of my favorite (and most challenging) projects I have ever worked on. At the time of this re-brand, Patton Boggs was the #1 lobbying firm in the United States but was struggling to be seen as much more. The business objective was clear:
Identify the optimum brand positioning and messaging strategy for attracting a larger share of domestic and international law practice, especially as it relates to litigation, business law and government relations.
My personal objective was even clearer: create a visual identity system stood out amongst other law firms but still maintained the sophisticated integrity of the firm’s culture.
I worked with design firm HZDG to conduct the messaging research and concept the first couple of pieces of the new identity including the logo, patterns and illustrations. I expanded the identity across all touch points in the firm including stationery, marketing materials, advertisements, event signage, etc.
While this victory was seemingly short-lived, (Patton Boggs merged with another firm in 2014 and adopted a modified version of their visual identity) this project remains one of my proudest accomplishments.
