ROSELL, LOVE & CASSIL
Challenging Convention
For business owners and industry leaders, Rosell, Love & Cassil provides top-tier legal counsel and strategy to mitigate challenges and achieve goals. The law firm is forward-thinking and entrepreneurial by nature setting it apart from bureaucratic, traditional firms. Internally, they are a ‘lawyer’s law firm’–respectful, collegial, and cooperative. Their client-centric, collaborative business model seeks to improve upon the conventions of Big Law for the benefit of their clients and attorneys.
LEAD AGENCY:
Cooper House
TEAM:
Erin Cooper - Creative Director & Lead Strategist
Tim Cooper
Loren Glover
Christine Eddington
Alaina Hunt
Taylor Illgen
Dane Strom
Hallie Waugh
SCOPE:
Strategy
Brand Identity
Signage
Web Design
Brand Strategy
Together with the Cooper House team, RL&C identified their brand’s most important attributes as Best In Class, Modern, and Trusted. We carefully defined each attribute and let those ideas guide the messaging and visuals. Our strategy focused on how best to convey RL&C’s collaborative and supportive nature while also showing their strength and tenacity to achieve optimal outcomes for clients.
For Messaging, we adopted the persona of The Hero and The Caregiver to create a brand voice that demonstrates skill and strength, as well as support and empathy for clients. This idea of a caring hero–a knight–was subtly woven into the brand visuals.
Logo & Mark
The Rosell, Love & Cassil wordmark is set in Aktiv Grotesk Extended, a strong and precisely rendered sans serif with just enough personality to add a bit of warmth. The angled terminals were exaggerated and the ampersand cut to express sharpness and forward movement like the edge of a sword.
The shield mark is a heraldic depiction of the brand attributes using imagery to represent heroism and protection while cueing the partners’ names.
Visual Language
The visual system was built to feel trustworthy and timeless. Two typefaces do the heavy lifting: one with sharp, calligraphic details that echoes the heraldry of the mark, and a clean, versatile one that stays readable at any size.
A palette of layered blues anchors the identity, with a soft gold saved for small accents. Black marble brings a sense of strength, like the stones of a castle wall, and a custom pattern drawn from the shield adds a refined finishing touch.
