Building a modern brand identity and digital presence for a boutique employment law firm.
Industry
Legal Services · Employment Law
Market
United States
Scope
Brand Strategy · Brand Identity · Creative Direction · Brand Guidelines · Digital & Print Applications
The brief
Skidmore & Fomina is a boutique plaintiff-side employment law firm representing professionals in complex employment matters.
The existing identity no longer reflected the level of the firm or the way it had evolved. The goal was to create a more distinctive and contemporary brand — one that could communicate credibility and authority without relying on the traditional visual conventions of the legal industry.
The design
The identity is built around a custom monogram that brings the initials S and F together into a single geometric mark. Its interlocking construction gives the firm a recognisable symbol while keeping both initials clearly legible. A flexible logo suite allows the identity to move between horizontal, vertical and standalone applications without losing recognition.
The visual system uses deep navy as its foundation, balanced by cream, light blue and white, with red used selectively as a sharper point of emphasis. Magnetik introduces character and a more contemporary voice at display scale, while Archivo keeps longer and functional content clear and structured. Together, these elements move the firm away from a conventional legal aesthetic without sacrificing the credibility the category demands.
The system extends across print and digital applications, from brand collateral and communications to the firm’s website, with comprehensive guidelines establishing a consistent framework for how the identity is used across touchpoints.
