Reimagining a 50-year legal legacy for the next generation.
Pacific Legal Foundation (PLF), America’s oldest freedom law firm, partnered with us to reimagine its brand for the future. With a 50-year legacy and over 22 Supreme Court victories, PLF’s influence was undeniable, but its visual identity had not kept pace. The goal was to modernize its presence to connect with a new generation of lawyers, donors, and citizens, creating a bold brand that reflected the urgency and conviction of its constitutional mission.
CHALLENGE
The challenge was to modernize PLF without softening its conviction. The brand needed to appeal simultaneously to three distinct audiences: top-tier constitutional lawyers, philanthropic donors, and everyday citizens seeking justice. We had to capture PLF’s mission of freedom while presenting it as innovative, bold, and contemporary, a brand fighting for the Constitution with both integrity and urgency.
APPROACH
Our strategy was to reframe PLF from a law firm into a modern movement brand. We repositioned them around a new narrative, “The Freedom Firm,” capturing their moral clarity and conviction. The visual identity balanced heritage typography with bold, geometric lines and a dynamic red-and-navy palette. Using Conversion-Centered Design, we rebuilt key digital journeys for donor engagement and client intake, creating a powerful symbol of American freedom for the next 50 years.
