Perkins Coie
Law firm
Role
Creative director
Delivered
Brand identity
Brand expression
User experience
Website refresh
Design system
Perkins Coie, a leading law firm headquartered in Seattle, needed a comprehensive rebrand to help with visibility and differentiation for both potential clients and top talent in a competitive market. They have been recognized for their excellence in areas of commercial litigation, intellectual property and regulatory law. Perkins Coie needed to evolve their positioning and brand to match their strong reputation and growth over the years.
Brand pillars
People
Preeminence
Possibilities
Our goal was to create a brand that is bold and unapologetically human reflecting their commitment to their clients and their people.
The hero graphic is called the ‘infinity P’ which symbolizes endless possibilities. It is a monogram of the letter P, with line work that moves dynamically and can be used as a holding shape for text and imagery or made into a bespoke pattern.
Website Refresh
The Perkins site provides a cohesive, seamless and meaningful experience that drives users down the consideration funnel while infusing Perkins’ unapologetically human idea throughout the journey. Their humanity comes through the experience with each attorney having a dedicated, robust detail page. The firm’s capabilities come through with their diverse industry experience and service offerings.
We collaborated with their internal team on the site map, site architecture and user experience. Our digital team worked with the brand team to translate the brand identity into a flexible design system and foundational page templates for their team to build the site.
Credits:
Agency: VSA Partners
Executive Creative Directors: Thom Wolfe (design), Kim Mickenberg (writing)
Strategy: Michael Girts
Creative Director: Amber Dunk
Associate Creative Director: Sarah Trent
Digital Designers: Morgan Itterly, Abby Williams
UX: Andrew Day, John Reglin