Jackson Lewis Brand Refresh

We are delighted to announce that Odgis + Co is refreshing the Jackson Lewis brand. Odgis + Co was brought in to create a messaging platform and design system to reflect Jackson Lewis’ sophistication in their process of addressing employees and the workplace. 
 
Since 1958, Jackson Lewis P.C.’s 1,000+ attorneys have been practicing in major cities nationwide. Jackson Lewis’ people are laser-focused on addressing the most complex workplace law challenges their clients face. After considerable research, we described Jackson Lewis as a team with deep knowledge of their business, a steadfast commitment to nurturing strong relationships, and a singular goal in mind: delivering an unparalleled client experience and exceptional legal guidance.
 
Maintaining some aspects of the former brand, such as its logo and basic color palette, we transformed and expanded their identity in a new brand system. We created the Arc, a key brand asset, which is derived from the negative space formed by the union of Jackson Lewis’ initials, “JL.” The Arc form contains a right angle, metaphorically referencing Jackson Lewis’ linear legal nature, combined with a curve, suggesting the humanistic side of collaborative relationships. The Arc is used throughout the system in many ways to create a distinctive and dynamic brand. 

We paired their original color palette with a set of darker shades of the colors to be used predominantly, employing their original brighter colors as accents. We redesigned the typographic approach, photographic direction, and icon depiction to emphasize the firm’s crisp, clear, professional approach.

We created a brand style manual and an overall look and feel for their assets and touchpoints. Additionally, we designed the identity for a new line of products which are being developed along with special events. The Jackson Lewis brand transformation is an ongoing process in which we are actively engaged.