Client: Huie, Fernambucq & Stewart
Agency: Tatum Design
Creative Director: Travis Tatum
Designers: Derek Prevatt, Joseph Nees
Copywriter: Wendy Tatum
The majority of law firms represent themselves with monograms but Huie needed to stand out. The symbol represents two figures standing back-to-back, defending each other against all odds. It represents a solid, unmovable stance. And finally a stylized H for Huie.
Though an in-depth analysis of competitor color palettes, we found that using a monochromatic gray palette would allow the brand to stand out from the crowd that much more.
The client had a great deal it needed to communicate so we knew we needed a visually interesting way to layout a lot of copy. We drew inspiration from Swiss typographic grid systems and began looking for a very clear, timeless typeface to represent the brand. We chose Founders Grotesk because it had all of the grotesque qualities we were looking for but with a slightly more unique character.
Photography reinforced the brand concept of standing firm. We curated a strategic collection of images to portray the dogmatic, unmoving approach that characterizes Huie’s defense.