Hinckley Allen

Hinckley Allen is a mid-size law firm based in New England, with locations across the US. In 2023, we worked closely with marketing leadership on a brand refresh to contemporize the firm's visual presence and define a broader visual system that could meet the messaging needs of today and position the firm for the future.

Building off of the equity of their original identity, we fine-tuned the logo geometry and typography to create an adaptive set of logomarks to be used in a variety of mediums. We also incorporated a repeatable brand pattern to be used as a defining design element in communications to tie individual pieces together into a broader collective aesthetic. 

The firm also needed a more rigorous approach to color. We defined palettes for general firm use as well as individual practice areas to ensure flexibility. Photography was also approached by arranging photoshoots of partners & associates at multiple office locations.