For generations to come.

The Problem

All brands go through seasons and phases. Some good, some bad, some just flat out awkward. Russ Cook & Associates have been Nashville’s premiere firm for all things estate planning, estate administration and business law for over 20+ years, and after all that time, Russ had finally found a partner to carry the torch and usher in a brand new chapter of the brand. But with the law industry being one of the final frontiers of creative branding, their new brand had to be right and not awkward. The new brand had to carry in the previous 20 years of excellence and propel them forward into a bright new future.

The Solution

As it stands, the law industry has majored on depicting aptitude first in their brands, sacrificing any level of approachability. You’ve seen it—firm after firm with stoic headshots in front of shelves of old, stuffy law books, bold serif fonts, and language that lacks any sense of humanity. Fifo sought to artfully blend aptitude with a soft approachability. Considering the nature of their field, Fifo knew that erring on the side of humanity would connect with their target audience. Fifo set out to elevate CookTillman’s new aesthetic to that of a thought leader, but one that understood what their clients were going through and wanted to help, not just for them, but for the generations that would follow.

The Results

A comprehensive overhaul of CookTillman’s brand, visual identity, messaging, headshots, marketing materials and website design. Fifo started from the core values of the company and worked its way up, implementing an updated logo treatment, brand new website, and an ethos video to be used as a piece of evergreen marketing material. The overall rebrand helped personify the new chapter in the firm and create a new story to tell, one of excellence, understanding, and thought leadership.

SERVICES
Brand Messaging
Visual Identity
Graphic Design
Photography
Production
Website Design