Professional meets personal: brand design for a legal practice


Jolene came to us a few months back to design a logo for her new law firm based in Ireland. She had been working for a larger company and decided to set up her own practice: McElhinney & Associates.

One of the main aspects of the brand was that it had to convey a professional yet personal feel – she didn't want it to feel too corporate or cold. The service she was going to offer her clients had to be reflected in the design: attention to detail, experience and professionalism from a small practice.

As always, we like to give our clients at least three logo options to choose from. Jolene was very clear in what she wanted, so the initial designs differed in small ways; however, they all communicated the concept she was after, based around the initials of the company: M & A. Jolene had actually found one of our brand design projects on our Pinterest page and wanted something similar.

The moodboard we put together defined what the brand look and feel was going to be, particularly the cool tones mixed with sandy colours to help convey the professional/personal aspect. We ended up with what is now one of our favourite colour combinations, charcoal grey and copper.

Jolene ended up choosing the first logo we designed for her (this nearly always happens!): a serif font forms the M & A, with a couple of logo variations in the shape of a circle, centered and left aligned versions. The circular logo has been placed on a large frosted glass wall in her new office and we can't wait to see it!

All in all, she now has a new brand in the form of business cards, presentation folders, letterheads and outdoor sign – the perfect package to launch her new business with.



McElhinney & Associates have sent over some recent shots of their new office building. They have applied their new brand and created signage outside and inside their offices. We're very happy with how it looks and wish them all the best in their new venture!